For hotels, maintaining a competitive edge in their markets is no small feat. When one of our branded hotel partners was tasked with large growth goals in 2024, the management team turned to its partnership with Prosper and our team of performance experts. Their goal? To increase revenue 10% year-over-year, attract more direct bookings, and enhance their reputation in the market.
Over the course of 12 months, the hotel achieved remarkable results, including significant RevPAR growth, improved guest experience scores, and a considerable return on ad spend. Here’s how they did it.
Key Results
- Ranked #1 in RevPAR Index for 5 of the 12 months in 2024.
- Ranked #2 in RevPAR across the market in 2024.
- ADR growth:
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- Total increase of 4.2%
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- Brand.com reservations surged by 7.3%
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- Direct bookings at the hotel grew by 11%
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- Low-demand weekend OTA RevPAR index grew by 33.9% year-over-year
- Improved reputation metrics:
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- Tripadvisor market traveler rank climbed from #54 to #11
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- Average Tripadvisor review score improved by 18%
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- Expedia page views +8% year-over-year
- Revenue from targeted ad spend:
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- $330k in revenue generated
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- 17:1 return on ad spend
Strategies for Success
Collaborative Revenue Management & Performance Marketing
The coordinated efforts of the Prosper Revenue Management and Performance Marketing teams played a critical role. They worked side-by-side to identify and address periods of low demand, making data-driven decisions that delivered results.
- Focused efforts on weekends and holiday room nights during traditionally challenging periods.
- Targeted strategies ensured that resources were allocated to maximize revenue opportunities across all channels.
Boosting OTA Performance During Low-Demand Periods
The property employed data analytics to uncover low-performance weekends, shifting attention to growing OTA bookings with optimized pricing strategies and focused promotions.
Enhancing Reputation Through Guest Experience
Enrolling in the Prosper Reputation Management Program was a game-changer. A fully integrated approach to managing guest feedback helped improve the hotel’s Tripadvisor rank and strengthened its online reputation:
- Consistent, thoughtful responses to reviews reflected a deeper commitment to guest satisfaction.
- Guest experience scores demonstrated significant improvement, fostering trust among potential customers.
Driving Direct Bookings with Targeted Ad Spend
By leveraging brand-approved advertising channels, the property achieved a 64% year-over-year increase in ad revenue. Strategic ad campaigns aligned with need periods drove traffic directly to the hotel’s website, helping to reduce the reliance on costly third-party platforms:
- Direct bookings saw double-digit growth (+11% for direct hotel reservations).
- Highly targeted campaigns delivered measurable ROI, with $330,000 in revenue and an impressive 17:1 return on ad spend.
These strategies combined to generate sustainable momentum, establishing the property as a market leader.
What These Results Mean for Hotels
For hoteliers, the challenges of low demand, rising competition, and brand reputation are nothing new. The good news? With the right strategies, these challenges can transform into opportunities.
This case study proves that:
- Collaborating across departments (Revenue Management and Marketing) maximizes earnings over time.
- Addressing low-performance periods proactively drives sustained growth.
- Prioritizing guest feedback and developing a strong online reputation builds lasting loyalty.
- Data-driven, targeted ad strategies deliver exceptional returns on investment.
Achieve Results Like These
Success is about working smarter, not harder. Whether you’re looking to grow RevPAR, win more direct bookings, or improve your position in the market, our proven strategies can get you there.
Partner with Prosper and take your hotel to the next level. Contact our team of experts today to discuss what’s possible for your property.
We Can Help Your Hotel Prosper
Our Performance Marketing programs are designed to drive revenue for your hotel quickly and efficiently.
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