How Rio Las Vegas grew metasearch revenue 71% in six months

MARKETING

Las Vegas is one of the world's most competitive hotel markets. Rio fills 2,500 rooms while fighting for every direct booking against OTAs and properties competing for the same guests on the same dates. With a small team and no tolerance for downtime, Rio needed technology that could keep pace.

Why it matters: A multi-channel approach spanning website messaging, retargeting and metasearch delivered measurable results across every channel. Rio's team grew confident enough to 4x their metasearch budget.

Triptease's Data Marketing Platform combines on-site personalization, display retargeting and automated metasearch bidding. Rio used all three channels to reduce OTA dependence and grow direct booking revenue across the full guest journey.

Top 3 Core Objectives: Rio needed to reduce OTA dependence, activate promotions quickly without development resources, and recapture high-intent visitors who left the site without booking.

Reduce OTA dependence: OTA bookings came with high cancellation rates, lower spend per guest and less engagement with hotel amenities. Rio needed a higher share of direct bookings to bring in guests who would use the full property.
Launch promotions quickly: A small team needed to activate seasonal offers and event promotions without relying on web development. Speed to market was critical in a market where conditions shift fast.
Recover lost traffic: With a high volume of visitors leaving without booking, Rio needed a way to bring high-intent guests back before they booked elsewhere.

Innovators Mentioned

RIO Las Vegas

Triptease

Nate Ludens

Director of Digital Marketing, Rio Las Vegas

RIO Las Vegas

""One of the biggest KPIs I have for success is direct bookings, and direct room nights. Triptease delivers results. I get the tools and the support I need. It's a great partnership.""

Nate Ludens

Director of Digital Marketing, Rio Las Vegas

👍 Director of Digital Marketing, Rio Las Vegas Nate Ludens said that Nate Ludens credits Triptease with directly driving the direct bookings and room nights that matter most to his team.:

""One of the biggest KPIs I have for success is direct bookings, and direct room nights. Triptease delivers results. I get the tools and the support I need. It's a great partnership.""

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

Director of Digital Marketing, Rio Las Vegas Nate Ludens said, about their decision: ""Our partnership with Triptease is fantastic. It's not just about the products and what they do. They're ready to help whenever we need them, with advice as well as support. It's so different from a lot of other vendors.""

📈 The results: Rio Las Vegas grew direct revenue across all three channels, with metasearch alone up 71% in six months. Leadership approved scaling the metasearch budget to 4x its original level.

Metasearch revenue grew 71% in six months, giving the team a green light to scale spend to 4x the original budget.
A single website message campaign drove six-figure direct booking revenue over the life of the campaign.
Display retargeting achieved an average 17x ROAS in 2025, recapturing thousands of bookings from guests who left without booking.

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