Retargeting campaigns for people who visited the hotel website

Challenge

A large hotel chain noticed that people were visiting the website, viewing rooms and amenities, but not completing their bookings. These people were already interested in the offer, but for some reason they were leaving without making a purchase. The hotel wanted to convince potential customers to return.

Action

1. Segmentation of retargeting audiences
   Users who visited the hotel's website were segmented based on their behavior:
   
   1. Customers who started a booking (but did not complete it)
   2. People who spent a lot of time on the website
   3. People who viewed specific dates and rooms
2. Dynamic ad creation
   Ads were automatically generated and personalized for each user. They contained dynamically changing content tailored to what the user viewed on the website and what caught their attention the most.
3. Omnichannel ad distribution
   Retargeting campaigns were conducted on key channels such as email and SMS.
4. Frequency optimization
   The system was set up so as not to “overload” users with ads, while ensuring that the ads were visible for a sufficiently long time after visiting the website. Various time intervals and display limits were tested to find the optimal balance.

Results

• The conversion rate increased by 30%.
• Revenue increased by 18%.
• Customer acquisition costs decreased by 15%.