Hotel Zetta San Francisco
About
In San Francisco, a city of bold contrasts and timeless originals, Hotel Zetta stands out. The door is open to their creative hot spot and cultural launchpad, calling to those that want to be connected and make new discoveries. Hotel Zetta is there for savvy travelers, culture seekers, colorful dreamers, and anyone seeking an inspiring retreat. You’ll feel the vibrancy and will appreciate the sense of play, which shines through in their collection of repurposed artwork and the giant Plinko game in the lobby.
Products Used
Digital Marketing
Customer Story

San Francisco hotel drives direct bookings with Google Hotel Ads

Bay Area boutique sought to increase direct bookings

THE CHALLENGE

San Francisco’s Hotel Zetta needed a Google-based ad strategy that would reclaim market share by driving more direct bookings to their property.

THE SOLUTION

In order to optimize spend and reach the most likely-to-book users in the lower funnel, Cendyn’s metasearch experts made strategic bid optimizations based on prior performance, search volume trends, and successful SEM and GDN tactics. By integrating the property’s Google Ads audiences into the campaign (plus analyzing prior campaign data and trends), our team adjusted the campaign’s bid multipliers to reflect prospective guests’ attributes. These included their device type, location, LOS, booking window, and traveler-set dates. Lastly, the property grew awareness for Zetta’s parent company Viceroy — and its Urban Retreat brand — through a newly uploaded GHA icon.

THE RESULTS

Overall, the campaign was a success, resulting in both increased bookings and a 1000% ROAS over the course of 2 months.

KEY TAKEAWAYS

Increase position on Google Hotel Ads

With the proper device, location, interaction and audience bid optimizations, hotels can generate higher conversion rates, while staying within budget.

Level the playing field with OTAs

When a Google visitor enters dates in for either your destination or your particular hotel, you can more easily compete with OTAs for the direct sale.

Attract users to the booking engine

With deep links to the booking engine and Google’s strong focus on optimizations, hotel ads have been driving significantly more qualified traffic to hotel websites.
10X
ROI
27
BOOKINGS
328
CLICKS

This case study was completed before the Cendyn and NextGuest merger but Viceroy Hotel Zetta can now benefit from the suite of Cendyn products.