What's Happening?
Royalton Resorts has reported substantial success from its targeted paid media campaign during Black Friday, Cyber Monday, and Buen Fin sales. The campaign aimed to increase traffic and bookings across its properties in Mexico and the Caribbean. By utilizing an omnichannel approach that included Connected TV, YouTube, and other platforms, Royalton Resorts achieved a 71% year-over-year increase in media impressions and an 87% increase in bookings for November 2024. The campaign also resulted in an 85% increase in revenue from media, with a return on ad spend (ROAS) reaching 34:1, up from 23:1 the previous year.
Why It's Important?
The success of Royalton Resorts' media campaign highlights the effectiveness of strategic advertising in the hospitality industry, particularly during high-traffic shopping periods. The significant increase in bookings and revenue demonstrates the potential for resorts to leverage digital marketing to reach broader audiences and drive business growth. This approach not only benefits the resorts but also contributes to the tourism sector by attracting more visitors to the Caribbean and Mexico, potentially boosting local economies.
What's Next?
Royalton Resorts may continue to refine and expand its marketing strategies to maintain momentum and further increase its market share. The success of this campaign could encourage other hospitality businesses to adopt similar strategies, potentially leading to increased competition in the industry. Additionally, the positive results may prompt Royalton Resorts to explore new markets and expand its property portfolio.
