Converting online fans into customers is a primary concern for the hospitality industry. The case study walks through the process of targeting leads, engaging fans and converting them to guests through the direct booking tools on the hotel's website.

1. ROI OF SOCIALADS
IN THE HOSPITALITY INDSUTRY

2. TRAFFIC: Don’t know about the hotel, but learn
through SEO, targeted advertising and media
outreach.
LEADS: Learn about the hotel and take
the next step to engage: click, like/
follow, visit the site, or sign up for a
mailing list.
PROSPECTS: Take action
on their engagements by
following calls to action.
CONSUMERS:
Book a room.
TARGET
ENGAGE
CONVERT
Through Facebook advertising, we
have targeted specific groups of
qualified individuals. Approximately
5.75% of these individuals convert
into leads.
Once traffic is converted to leads, we nurture the
community, educate them about the Hotel’s UVP
and reiterate the hotel’s lifestyle through regular
posting. When presented with calls to action,
approximately 7.5% of these leads convert to
prospects.
As we move through the sales funnel, prospect are converted to
consumers as they book their stay through the website. With a $194
ad budget, we saw increased revenue to the hotel and saw an 8.4x
ROI on the advertising spend.

3. TRAFFIC LEADS
Facebook advertising campaigns have resulted in
A 217% growth in fans (1,952 to 6,186) from 8/13 – 3/14
These new fans have all been specifically targeted based on demographic data (age,
location, gender) and, more importantly, psychographic qualifiers such as:
• Intent to travel
• Interest in similar properties
• Desire to visit tropical/beach locations
• Life events like planning a destination wedding or honeymoon.

4. LEADS PROSPECTS
Recent campaign targeting leads with call to action to
“book now” reached 3,200 leads with a 7.5% CTR.
These qualified leads are taking the next step in the purchase cycle. Now that they
have been exposed over the last six months to the brand’s culture and UVP, they are
more likely to engage with sales copy. Of the 3,200 people reached, 268 engaged
with the content and 73 clicked through to the website.

5. PROSPECTS CONSUMERS
The targeted ad campaign resulted in an 8.4x ROI and
new business to the hotel.
With exponential growth in both leads and prospect categories, it is important that
we are able to follow the process through to conversion. The total ad spend on the
campaign was $194 resulting in over $1,600 in revenue for the client – a return on
investment of over 8x the initial ad spend – and new guests to the hotel.

6. INTERESTED IN LEARNING MORE?
Interested in TARGETING new affluent consumers,
ENGAGING your community,
And CONVERTING your fans into customers?
Visit DonnaAndNailah.com or email us at hello@donnaandnailah.com for a free
consultation and social media assessment.