Performance Max for Travel Goals for Minor Hotels, a Google Case Study; Another first in Southeast Asia by eMarketingEye
19 October 2023
eMarketingEye, a pioneering force in the digital marketing for the Hospitality industry, proudly paved the way as the first in Southeast Asia to launch Google Performance Max for Travel Goals — an innovative integration that promises to reshape the landscape of digital ad management. This marks a pivotal moment for eMarketingEye’s valued clients, offering a transformative approach to connecting with audiences and driving conversions across all of Google’s advertising platforms.
The cutting-edge Performance Max for Travel Goals campaign leverages the power of machine learning to deliver highly relevant ads with optimal bids, to the right audience at the right time. It automatically mixes images, videos, headlines, descriptions, logos and audience signals provided to the asset group and produces ad combinations that would work the best for each of the different Google ad channels and mediums.
This remarkable achievement stems from eMarketingEye’s collaboration with Google and the strategic partnership with its prestigious client Minor Hotels – an international hotel chain headquartered in Bangkok, Thailand, managing hotels spanning Asia-Pacific, the Middle East, Africa, the Indian Ocean, Europe, and the Americas. They operate under a host of renowned brands, including Anantara Hotels Resorts & Spas, Avani Hotels & Resorts, Oaks Hotels, Resorts & Suites, Elewana Collection, NH Hotels, NH Collection, nhow Hotels, and Tivoli Hotels & Resorts.
The collaboration was initiated to test and explore the capabilities of the Performance Max for Travel Goals campaign, enabling Minor Hotels to reach more customers and serve them with the most relevant ads to maximize campaign performance.
One of the standout features of Performance Max for travel goals is its Per Property Reporting, which empowers brands to fine-tune their campaigns, recommending strategic audience and budget optimizations. The results of this campaign have been truly extraordinary, with Minor Hotels achieving an 86% increase in revenue compared to the control period, a remarkable 76% boost in Return on Ad Spend (ROAS), a 51% reduction in Cost Per Acquisition (CPA), and an incredible 117% increase in hotel bookings.
Sarawut Tantichote, Senior Director of e-Commerce & Digital Advertising at Minor Hotels, expressed their enthusiasm for this new campaign type, saying,
“Our full-funnel digital strategies after the pandemic are quite complicated to serve the different needed layers at the corporate, regional, & property level. The new Performance Max for Travel Goals campaigns, specifically designed for hoteliers, come with the ability and flexibility to target different campaign goals, utilizing machine learning to optimize and achieve the overall campaign objective and the property level’s KPIs.”
Rajitha Dahanayake, CEO of eMarketingEye, also weighed in on the success of their collaborative efforts with Minor Hotels, stating,
“With the recent successful campaigns we’ve run using Performance Max by Google Ads, we were really excited to be part of testing their new campaign type ‘Performance Max for Travel Goals,’ which is specially designed for hospitality clients. Our first Performance Max for travel goals campaign with Minor Hotels enabled the Anantara and Avani brands to uplift their performance goals significantly by achieving twice as many bookings and over a 76% increase in ROAS.”
eMarketingEye’s use of the Performance Max for Travel Goals campaign is a testament to the company’s commitment to innovation and excellence in the ever-evolving digital marketing landscape, setting a new standard for the industry in Southeast Asia. The successful campaign was also featured on Google Think Travel APAC 2023 event held at Google’s APAC headquarters in Singapore earlier this month.
