How The Inn at Christmas Place uses Triptease to help maintain over 90% direct bookings

MARKETING

The Inn at Christmas Place is a year-round holiday destination in Pigeon Forge, Tennessee. Since opening in 2007, the family-owned property has prioritized direct bookings and minimized reliance on OTAs. To protect its brand and pricing advantage across the guest booking journey, the team partnered with Triptease.

Why it matters: The Inn at Christmas Place maintains a direct booking share of over 90% in a competitive market, supported by a 38x ROAS on Metasearch in Q2 2025.

The Inn uses Triptease Metasearch, Retargeting, and Paid Search to stand out against OTAs at every stage of the booking journey. Metasearch surfaces the hotel's direct price advantage, Retargeting recovers bookings from competitors, and Paid Search protects branded traffic from OTA bidders.

Top 3 Core Objectives: The Inn at Christmas Place wanted to protect its direct booking share by ensuring its website stood out against OTAs throughout the guest booking journey.

Defend Direct Price: Highlight the hotel's consistent direct price advantage on metasearch platforms like Google Hotel Ads so price-sensitive travelers have a clear reason to book direct.
Capture Missed Bookings: Launch a retargeting channel for the first time to recover website visitors who had not yet converted and win them back from competitors and OTAs.
Protect Branded Traffic: Invest in paid search to hold the number one spot on the hotel's own branded keywords and prevent OTAs from outbidding the property.

Innovators Mentioned

Triptease

Victoria Jones

Assistant General Manager

The Inn at Christmas Place

"I have to remind myself to go back and monitor it sometimes because I know that it's running so smoothly, and we just don't have issues."

Victoria Jones

Assistant General Manager

👍 Assistant General Manager Victoria Jones said that Triptease runs so smoothly that Victoria rarely needs to check in on performance.:

"I have to remind myself to go back and monitor it sometimes because I know that it's running so smoothly, and we just don't have issues."

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

Assistant General Manager Victoria Jones said, about their decision: ""We do everything we can to drive direct bookings, and we really appreciate Triptease's partnership in helping us do that.""

📈 The results: In Q2 2025, The Inn at Christmas Place saw strong returns across all three Triptease channels, reinforcing its 90%+ direct booking share.

Metasearch delivered a 38x ROAS in Q2 2025
Retargeting generated a 45x ROAS and recovered nearly 90 bookings from competitors or OTAs in Q2 2025.
Paid Search delivered a 38x ROAS and drove 13% of the hotel's direct website revenue in Q2 2025.

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