Hilton Worldwide Resorts: contextual real-time targeting to improve ROI

 

The challenge

 

Hilton Worldwide Resorts launched an Early Saver rate - a new year-round rate structure providing a 30% discount across its global resort portfolio.

 

Hilton Worldwide Resorts partnered with Web Liquid to promote the Early Saver rate and seven Experience Packages. The online campaign was aimed at stimulating demand in specific US and UK markets including London, Manchester, New York, California and Chicago.  

 

The tailored solution

 

We developed a real-time dynamic messaging creative that served copy and offers tied to 75 specific destination content pages. The solution allowed us to match individual creative units and messages to individual pages within sites such as Tripadvisor. 

 

Firstly the customer was presented with a real clock time and then prompted “isn’t it time you rewarded yourself?” The ads messaging and price point where tailored to thirty specific resort destinations including Cancun, Mexico, Sharm El Sheikh, Egypt and Tucson, Arizona. View sample of Family creative here.

 

Display and cost per click media inventory running across Tripadvisor, Tribal Fusion and Travel & Leisure was served across specific times of day and designated demographic areas to maximize conversion rates and return on investment.

 

The results

 

The campaign delivered an overall ROI of 12, generating an average click rate of 0.45% and 825 impressions per booking - three times lower than the average for standard non-real time creative.

View the press release associated with the Hilton World Wide Resorts Early Saver campaign.

 

 

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Hilton Worldwide Resorts: contextual real-time targeting to improve ROI