What is the story about?
What's Happening?
Royalton Resorts has reported a successful multi-market paid media campaign, achieving a 34:1 return on ad spend (ROAS) during Black Friday and related sales events. The campaign aimed to increase traffic and bookings across Royalton's properties in Mexico and the Caribbean. By investing in new advertising channels such as Connected TV and YouTube, Royalton expanded its reach and captured a broader audience. This strategy resulted in a 125% increase in direct bookings and a significant rise in November 2024 revenue, which more than doubled compared to other months. The campaign's success highlights the effectiveness of an omnichannel approach in driving high-value traffic and bookings.
Why It's Important?
The success of Royalton Resorts' campaign underscores the potential of targeted paid media strategies in the hospitality industry. By leveraging multiple advertising channels, Royalton was able to significantly boost its bookings and revenue, demonstrating the value of a diversified marketing approach. This case study highlights the importance of aligning marketing efforts with high-traffic shopping periods to maximize returns. The impressive ROAS achieved by Royalton also illustrates the potential for hospitality brands to optimize their advertising spend and improve campaign efficiency, which could serve as a model for other companies in the sector.
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