Learn how this hotel marketing partner drives incremental benefits for hotels by combining Tripadvisor products
DerbySoft is a global technology company that offers a variety of solutions empowered by machine learning, that help increase bookings for hotel brands across major marketing channels. In a recent test, DerbySoft partnered with Tripadvisor to understand the incremental impact of leveraging both Sponsored Placements and Business Advantage on hotel marketing goals. The results were momentous.
Marketing Services by DerbySoft manages and underpins over 140 hotels brands and agencies to drive the best results. They achieve this through intelligent technologies that get the most from factors like: hotel budget, audience and channel to produce powerful multi-channel campaigns.
That’s exactly why they partner with Tripadvisor. Hotels that leverage DerbySoft’s platform, can also launch Sponsored Placements campaigns that tap into the world’s largest travel community on Tripadvisor. DerbySoft’s algorithm then optimizes those campaigns to ensure they see success.
“Tripadvisor is one of the biggest travel sites globally. It’s a no brainer,” says Toni Marti, Global Head of Channel Partnerships at DerbySoft.
“It’s a must to partner with Tripadvisor. Not just because they’re so well known, but because of all the opportunities that they give to hotels to advertise themselves and give them great visibility and potentially drive a lot of bookings.”
Together, we analyzed 1,511 properties using Sponsored Placements for at least 45 days in Q3 2022 to measure the incremental impact on results for hotels with Business Advantage active. Here’s what we found:
Sponsored Placements puts hotels in front of ready-to-book travelers
Tripadvisor Sponsored Placements adds more opportunities for a traveler to find your hotel as they browse for a place to stay in your area.
With Sponsored Placements, you can:
Gain exposure: Increase properties’ visibility by appearing above competitors on the search results page as well as on local competitors’ pages, map views of search results and more on Tripadvisor.
Target ideal travelers: Use customized bidding strategies, down to the property level, to target ideal travelers and drive more market share for your properties.
Increase direct bookings: Influence traveler booking decisions by showing your direct rates exclusively in your hotel ads.
Marti says, “What I want to emphasize here is that Sponsored Placements is actually helping you drive more bookings [and] helping other types of campaigns like Meta or Business Advantage to drive those bookings. They work together.”
Up to 10:1 ROAS with Tripadvisor Sponsored Placements
Sponsored Placements, in the hands of a capable marketing partner like DerbySoft, immediately drove incremental results for properties included in the test. In fact:
Properties with Sponsored Placements* active drove 11.5% lift in incremental clicks to Business Advantage links
54% of travelers that clicked a Sponsored Placements ad were directed to the property listing, and 8.6% of that traffic was driven to hotel websites through Business Advantage links
Properties with Sponsored Placements active saw up to 10:1 average return on ad spend (ROAS)
*Sponsored Placements for enterprise hotels
This kind of success at scale, in such a short period of time, is one of several reasons that DerbySoft continues to partner with Tripadvisor.
“What we can actually see is that these [Sponsored Placements] campaigns have a positive impact on anything else that is running at the same time across the channel,” says Marti.
With an eager audience of travelers excited to find their next great place to stay, advertising on Tripadvisor means you’ll stand out from the crowd. That’s likely why 93% of hoteliers rated Tripadvisor as an effective tool to drive direct bookings.
