Princess Hotels & Resorts, renowned for its luxurious properties in the Dominican Republic, Mexico, and Jamaica, has significantly increased profitability, reporting a 102% rise in Return on Ad Spend (ROAS) thanks to Google’s Demand Gen campaigns. The campaign, launched in collaboration with digital marketing partner Mirai, was aimed at attracting new guests while re-engaging visitors who had previously shown interest in booking a stay.
Operating in the competitive luxury travel market, Princess Hotels & Resorts sought to drive qualified leads and bookings for its properties, particularly in the Dominican Republic and Mexico. The goal was to engage high-potential travellers and keep the brand at the forefront of potential guests’ minds, all while maximising reservation rates.
The hotel group turned to Google’s AI-driven Demand Gen campaigns, which offered a smarter, more targeted way to reach travellers. By leveraging Google’s advanced AI technology combined with audience data, Princess Hotels & Resorts was able to personalise the guest journey through custom video content and targeted messaging. These ads were designed to reconnect with website visitors who had previously shown reservation intent, boosting engagement and keeping the brand top-of-mind.
Partnering with Mirai, Princess Hotels & Resorts implemented a smart bidding strategy that ensured their high-quality video and image ads reached the right audience. By following best practices for asset coverage, they maximised the impact of the campaign.
What Changed:
The campaign, which ran from April to June (Q2), delivered outstanding results. There was a 165% increase in qualified leads, reflected in the click-through rate (CTR), and a 102% increase in profitability (ROAS). The campaign also saw a conversion rate of 19.1, demonstrating the effectiveness of engaging potential guests at different stages of their booking journey. Business data further highlighted an 18% growth in revenue and a 14% increase in bookings during the campaign period. The strategy, focusing on mid and lower funnel interactions, successfully increased traffic, bookings, and revenue.
Pere Jordi Estivill, Head of Digital Marketing and Web at Princess Hotels & Resorts, reflected on the success: “This new campaign, replacing Discovery Ads, provides a more immersive ad environment. By working with Mirai, we implemented a focused strategy that boosted traffic, ROAS, and revenue. It’s been a game-changer for us.”
Princess Hotels & Resorts’ adoption of Google’s Demand Gen campaigns showcases how targeted, AI-driven solutions can drive significant growth in both profitability and guest engagement in the competitive world of luxury travel.
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