Best Western

Hotels and resorts worldwide

Opportunity

In 2018 as part of their overall Priceline agreement, Best Western outlined marketing spend to increase exposure for their portfolio of hotels on Priceline.com. Working together to determine greatest need date for the hotel group, Best Western elected to run a campaign in the second quarter to help boost bookings for their properties that promoted their reward program.

Solution

By developing and executing a results-driven strategic marketing campaign, Priceline influenced users to select Best Western properties as their travel destination by capturing them as they entered the site with homepage sponsorship placements and continued the consistent exposure lower funnel as users were conducting searches in real time for destinations with Best Western properties. High engagement numbers were also attributed to an audience targeting campaign delivering media to users who have expressed an interest in booking specifically Best Western properties. Best Western properties were also promoted using a custom dedicated email targeted to loyal users who subscribe to Priceline’s newsletter and enjoy the brand offers they receive.

Results

The Best Western campaign on Priceline.com achieved a 14% lift in total bookings, a 23% lift in year-over-year room night revenue, and a return on ad spend of 403:1.