Selected work / 01
5-Star
Luxury Hotel
Performance Marketing, Paid Acquisition & Conversion
- Performance Marketing
- Paid Acquisition
- Meta Ads
- Google Ads
- Microsoft Ads
- CRO
- Analytics
A full-funnel performance marketing engagement for a five-star hospitality brand, focused on increasing direct online bookings, attracting high-value international guests and improving digital acquisition efficiency.
The Challenge
The goal was to increase direct online bookings while strengthening digital visibility among high-value international travellers.
The challenge was not simply generating more traffic. The acquisition strategy needed to attract relevant guests, connect multiple paid channels and improve the path from first interaction to booking.
Increase direct bookings
Reach high-value international guests
Improve acquisition efficiency
The Approach
01 —
Search intent
Google Ads and Microsoft Ads were used to capture high-intent demand around luxury accommodation, destination research, hotel amenities and special offers.
02 —
Audience segmentation
Paid social audiences were segmented by key international markets and traveller profiles, allowing campaigns and creative to better match different demand segments.
03 —
Retargeting & lookalikes
Retargeting and lookalike audiences based on existing customer signals were used to move high-intent visitors further toward booking.
04 —
Test & optimize
Creative formats, messaging, bidding and campaign structure were continuously tested and optimized based on performance data.
Channel Strategy
Meta Ads
DemandRole
Demand generation, international audience targeting, retargeting and visually-led campaigns.
Highlight
Vertical video emerged as the strongest-performing creative format.
Google Ads
IntentRole
Capturing high-intent travel and accommodation searches.
Highlight
Search campaigns were structured around different intent categories including general accommodation, destination, amenities and offers.
Microsoft Ads
CoverageRole
Additional high-intent search coverage, particularly for selected international audiences.
The Results
Results measured across the campaign period.
Beyond the Click
Online booking share
Book now interactions
~1,200/ month
Conversion rate
~10%
What Moved Performance
Visual-first paid social
Strong visual creative, particularly vertical video, performed especially well for a luxury hospitality audience.
High-intent search
Search remained critical for capturing travellers already showing strong accommodation and destination intent.
Segmentation + retargeting
Dividing international audiences by market and combining prospecting with retargeting created a more relevant acquisition journey.
My Role
I worked hands-on across strategy, campaign planning, paid media execution, audience segmentation, testing, optimization, analytics and conversion.
- Paid Media Strategy
- Campaign Structure
- Audience Strategy
- Meta Ads
- Google Ads
- Microsoft Ads
- A/B Testing
- Analytics
- Conversion Optimization
Performance marketing works best when traffic, conversion and business results are treated as one system.