Luxury New York hotel boosts bookings with UID2

Driving hotel bookings in a competitive industry with a strong audience targeting strategy.

Mapping CRM data to UID2 and creating lookalike audience segments to reach relevant audiences with the right messaging.

"The Trade Desk’s UID2 solution was instrumental in ensuring the success of our client’s campaign. By leveraging UID2 to create a lookalike audience from our client’s loyalty program data, we were able to reach more of the right consumers, resulting in a significant increase in reach and the conversion rate."

Emre Ozen

VP, Head of Operations and Analytics, TravelDesk

Increase brand awareness and boost bookings in an already saturated market

In an iconic city full of high-end accommodations, a New York luxury hotel needed a way to stand out to potential guests and retarget previous ones. The aim was to inspire their target audience to check out and ultimately book a city trip at the hotel. For that, they needed a robust audience targeting strategy to not only reach previous guests but also scale the campaign.

Creating rich and relevant audience segments from CRM data

By working with its agency TravelDesk (MMGY Global) to team up with The Trade Desk, the luxury hotel was able to use crucial audience targeting tools to help ensure it became the destination of choice.

Firstly, the advertiser and agency mapped its CRM data to UID2, and then used TTD’s platform to create lookalike audience segments based on the qualities and characteristics of its most valuable audience: previous hotel guests. The lookalike audiences included people with similar interests, such as theatregoers, foodies, and luxury travelers, which enabled the luxury hotel to significantly expand reach.

The hotel used a universal pixel to segment the audience further – into people who had shown an interest in the hotel’s booking page, and those who had reached the “add to cart:” stage but had yet to complete the booking. This enabled the advertiser to reach these high-priority segments with a more focused approach and relevant messaging.

The results were outstanding, exceeding all goals and benchmarks. The campaign delivered a ROAS of 12,000% (20% above advertiser benchmark), a cost per booking of $190 (20% above advertiser benchmark), and well over 200 bookings. With these impressive results, the luxury hotel and TravelDesk plan to develop its identity strategy even further with UID2 to reach the right people and help drive more bookings.

Want to learn how to incorporate UID2 into your campaigns to help reach the right audience segments to help boost conversions? Contact us or speak with your account manager at The Trade Desk today.