Hotel Emma excels visibility goals with 96% search impression share & a $44:1 ROAS

MARKETING

Hotel Emma holds rich history since 1894 and has been a San Antonio landmark ever since. The blend of historical elements with modern references and finely balanced tension between past and future make it the perfect place for a luxury and intelligent stay.

Why it matters: In an increasing luxury hotel market, standing out while maintaining direct relationships with guests can be a significant challenge. Like many independent properties, Hotel Emma faced the fact that OTAs dominate market share. Their approach was to maintain visibility for their brand, which required a strategic approach to ensure the hotel remained top of search results for new and returning guests.

In response to these challenges, Hotel Emma set ambitious goals to increase brand visibility and secure more direct bookings. By leveraging metasearch, the hotel aimed to achieve at least a 90% search impression share and ensure it consistently ranked at the top of relevant searches.

Top 3 Core Objectives: Hotel Emma initially faced challenges with its metasearch campaigns, including technical complexities and strategic budget allocation. Starting with a 96% search impression share across Google and Tripadvisor, the team restructured their approach by segmenting campaigns into two channels—one targeting Google and the other Tripadvisor. They then implemented consistent bid adjustments based on length of stay, check-in dates, and days until arrival. This allowed for tailored optimizations and a granular use for efficient budget allocation.

Maintain visibility: In an increasing luxury hotel market, standing out while maintaining direct relationships with guests can be a significant challenge
Reduce OTA share: Hotel Emma faced the fact that OTAs dominate market share. Their approach was to maintain visibility for their brand, which required a strategic approach to ensure the hotel remained top of search results for new and returning guests.

Innovators Mentioned

Hotel Emma

GCommerce

Placeholder Placeholder

Placeholder

Hotel Emma

"Placeholder"

Placeholder Placeholder

Placeholder

👍 Placeholder Placeholder Placeholder said that Placeholder:

"Placeholder"

⚖️ The selection process: During their research process, Placeholder Placeholder evaluated GCommerce's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that GCommerce was the best fit solution:

Placeholder Placeholder Placeholder said, about their decision: "Placeholder"

📈 The results: The results were remarkable. The Google campaign achieved a 95% search impression share, while Tripadvisor reached an outstanding 99%. These efforts drove 376 direct bookings (a 340% increase) and exceeded return expectations with a 44:1 ROAS—far surpassing the original goal of 10:1. This success underscored the value of a focused, granular campaign strategy in elevating visibility and driving direct bookings.

Impression share: 96%
ROAS: $44:1
Bookings: 340% increase