PremiumBeachfront Resort
World-ClassSpa & Dining
PrivateBeach
5-StarExperience
Problem Statement
The Luxury Resort Story
A premium resort paying high OTA commissions wanted to shift bookings to direct channels through strategic paid search.
Campaign Goals
4
Goals guiding the strategy
Protect Brand Searches
Brand Defense
Capture Destination Intent
Demand Capture
Drive Direct Bookings
Revenue Protection
Reduce OTA Commission
Margin Improvement
PremiumBeachfront Resort
World-ClassSpa & Dining
PrivateBeach
5-StarExperience
PremiumBeachfront Resort
World-ClassSpa & Dining
PrivateBeach
5-StarExperience
Direct Booking Success
From OTA-dependent to direct-booking strong
+234%
Direct Bookings
-45%
OTA Dependency
6.8x
ROAS
+178%
Brand Search Capture
-32%
Effective Commission
156%
Booking Value
Our Strategic Approach
01
Brand Term Defense
Bid on brand terms to prevent OTA capture of direct-intent searches.
02
Destination Targeting
Captured searches for resort location and nearby experiences.
03
Best Rate Guarantee Messaging
Emphasized direct booking benefits in ad copy.
04
Remarketing to Researchers
Followed site visitors with direct booking offers.
"Direct bookings have more than doubled. We're keeping revenue that used to go to OTA commissions."
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