THE CHALLENGE

The Circus Hotel faced several challenges in managing its sales distribution. The first issue stemmed from working with a previous partner who duplicated their website to create campaigns, which made it difficult to maintain effective control over channel management. This lack of transparency caused significant challenges for both customers and employees.

A second challenge arose with the billing system, where the Circus Hotel received a monthly invoice without clear visibility into the results generated, particularly in tracking online bookings.

The main goal of the Circus Hotel in partnering with Cendyn was to increase direct bookings through Google Hotel Ads and other main metasearch platforms, in order to reduce their reliance on OTAs.

THE SOLUTION

The Cendyn Digital Marketing Platform (DMP) helped resolve these difficulties by offering a simple and intuitive interface, with transparent performance tracking and clearly explained budget and bidding strategies.

With better visibility into results, as well as campaign management handled by a dedicated team, the Circus Hotel now benefits from transparent costs and full control over its distribution channels. One of the most useful features of the Cendyn DMP for the Circus Hotel is the ability to track reservations one by one, each associated with a specific booking code, which is essential for accurate performance tracking.

Cendyn enabled them to better optimize their campaigns, providing greater transparency and better performance tracking, with the aim of boosting direct bookings.

THE RESULTS

By launching and managing all of its metasearch advertising campaigns via the Cendyn DMP, The Circus Hotel achieved remarkable growth in its digital marketing performance in 2024. Clicks surged by 250%, significantly increasing engagement, while direct bookings saw an impressive 260% uplift compared to the previous year.

Revenue generation through metasearch campaigns nearly quadrupled, rising by 299%, and return on ad spend (ROAS) reached 19.8x, marking a 35% improvement over 2023. These outstanding results highlight the impact of data-driven digital advertising in driving direct bookings and maximizing marketing efficiency.

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