Minor Hotels achieves 11x YoY click growth & 14x revenue
10 December 2024
Meet Minor Hotels
Minor Hotels is a leading hospitality company operating over 540 properties across 56 countries. Its portfolio includes city hotels, beach resorts, and desert retreats across all continents, while their focus is on creating unique guest experiences.
The company runs two main brands: Anantara Hotels & Resorts and Avani Hotels & Resorts. Anantara offers luxury stays with local experiences for wealthy travelers, while Avani provides modern, comfortable hotels for practical travelers.
What challenges have you faced in reaching Russian-speaking audiences?
The main international ad platforms stopped working in Russia, like Google and Meta. That was pretty problematic since we needed to keep our brand visible and continue to attract Russian-speaking guests to our hotels.
How were you going to deal with this problem?
Well, we had to find another way to reach Russian-speaking users somehow!
We had two goals: to get more bookings and make more users aware of our brand. Yandex seemed like a great fit for these purposes, so we decided to give it a try to reach out to potential guests for Anantara and Avani.
How did Yandex Direct help you?
First of all, it offers great customization options for targeting, ads, and placements, so we used it to the maximum to make our ads stand out. We created campaigns specifically for Russian-speaking audiences and showed our ads to as many people as possible.
Overall, we saw very inspiring numbers of conversions and revenue thanks to Yandex Direct. It was a really big increase compared to previous years.
Our brand visibility also strongly increased: we noticed a lot of impressions and clicks during the campaign.
Examples of Minor Hotels ads in Russian language. Yandex Direct allows for various formats, from a single picture to a detailed text with additional buttons.
Do you have any advice for similar ad campaigns?
There are lots of options for making creatives and targeting personalized, so we would recommend paying attention to that: there’s a lot to explore! Moreover, there are different formats you can combine together, like copy, images, and videos, so don’t disregard them either. If you use mixed ads, you can take all of the available placements in the Yandex Advertising Network — so there are simply more views and brand visibility.
Another important thing to do is segment audiences by advertising objectives. If you target both brand awareness and user acquisition, like us, we advise splitting the campaign to maximize profits! For example, generic messages and inspirational ads work well for brand awareness, while direct messages are suitable for raising conversions.
So, share the results with us!
The results are quite amazing! For Anantara Hotels & Resorts, we saw an 11x YoY growth in clicks compared to 2022. We also recorded a 133% increase in conversions and a 14x boost in revenue from our Yandex campaign.
As for Avani Hotels & Resorts, we achieved a 13% YoY improvement in revenue from our Yandex ads. These results showed us how good Yandex is at helping reach Russian-speaking audiences and get them to book.
