How Seashells Phu Quoc Hotel & Spa Drives Web Direct With MediaGenius
Seashells Phu Quoc Hotel & Spa is a 5-star beach resort in Phu Quoc, the largest island in Vietnam. The property, located in the city centre nearby the night market, has 252 well-equipped rooms and suites with balcony overlooking the city or beautiful ocean, a swimming pool, modern restaurants & bars, and Serenity Spa.
Challenges
Seashells Phu Quoc Hotel & Spa is aiming to minimise its reliance on OTAs, improve its profitability and gain more control over its pricing and brand positioning. As an independent hotel, the property struggles with its brand awareness and online visibility. With limited resources and digital marketing expertise, it was difficult to secure a marketing budget and reach relevant publishers and audiences.
D-EDGE Solutions
To overcome these obstacles, Seashells Phu Quoc decided to take a proactive approach by selecting MediaGenius, D-EDGE’s digital marketing platform, with D-EDGE digital media experts operating all its campaigns. D-EDGE team optimised hotel visibility in key feeder markets such as Australia, Singapore and Vietnam at controlled distribution costs. Monthly strategy meetings between the hotel and the digital media experts are held to review results, budget allocations and optimisation options.
D-EDGE MediaGenius platform connects us to Search, Metasearch and Display. The platform helps optimise the hotel’s visibility in key feeder markets with controlled distribution costs. We are amazed by the increase in direct booking and revenue by 114%
Impacts
From August to October 2022, D-EDGE delivered direct revenue through digital marketing campaigns at a 4% distribution cost.
In addition to low distribution costs, the hotel has full transparency over budget allocation and results across all digital media channels. While initially launched with paid search and metasearch only, an online display was added to the mix to cover the entire guest journey from awareness to consideration and comparison.
The marketing budget was also increased thanks to a controlled distribution cost.
In Q1 2023, the distribution cost was reduced further to as low as 3%. Campaigns ROI increased for Search from 33X to 42X, Metasearch from 24X to 31X, and Display achieved 25X ROI. With the overall ROI increase, bookings increased by 114%.
The results after 3 months
42X
Search
2% Distribution cost
31x
Metasearch
3% Distribution cost
25X
Display
4% Distribution cost
*Results period: January – March 2023
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