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How Yandex.Direct helped a brand new hotel reach 80%+ occupancy in three months

Yandex.Direct helped a new hotel in the Black Sea resort city of Anapa reach an 80% occupancy rate after just three months of placements on Yandex Search and ad networks.
Grand Cruise
Case results
70%
70%
of visitors viewed more than one page
×2
×2
more orders from month to month
Client
Grand Cruise resort-hotel chain, Dzhemet, Anapa, Russia (on the Black Sea coast)
Facts & figures
2012 year founded, 1500 guests per month
Representative
Sergei Pavlenko, Marketing director

Goal

Attract visitors from across Russia to a brand new hotel with no reviews

Tools used:

  • Search ads (Yandex.Direct)
  • Ad networks (Yandex.Direct)
  • Yandex.Metrica

Period: June — August 2012

Background

The Grand Cruise opened at the start of a very hot summer in 2012.

Opening its doors after peak season had already begun, the Grand Cruise had no time for traditional promotion tactics involving tour operators.

Most of the Grand Cruise’s competitors were already seeing occupancy rates higher than 90%.

For a completely new and unknown hotel, it would take a miracle for them to reach even 60% occupancy.

Step 1. Set goals in Yandex.Metrica

The hotel added a Yandex.Metrica counter to its site and set 4 goals:

  • viewed 2 pages
  • viewed 5 pages
  • started booking
  • completed booking (reservation form sent).

Step 2. Launch search campaign

Search ads were displayed to users throughout Russia.

The keyword groups initially selected were related to:

  • Anapa vacations
  • hotels and resorts in Anapa
  • vacations in Dzhemet (the village where the hotel is located)
  • hotels and resorts in Dzhemet
  • Anapa + month
  • Dzhemet + month
Ad texts matched user queries and highlighted the hotel’s advantages
Sitelinks added to ads
Ads appeared in premium placement for sales queries

Step 3. Start ad networks campaign

The Grand Cruise ran campaigns in ad networks simultaneously with their search campaigns.

Ad networks include high-quality, high-traffic sites with an audience of over 74 million people, without significant overlap with Yandex search users.

The Grand Cruise disabled impressions on search partner sites, applied the Weekly Budget strategy for ad networks, and set a limit of 5,000 RUB to maximize the number of clicks.

The Grand Cruise composed more attention-grabbing ad headings and texts for use in ad networks. Sitelinks were added to emphasize the hotel’s advantages and simplify site navigation.

Results

  1. The site drew an engaged audience: 70% of visitors viewed more than one page, with 13% viewing more than five pages.
  2. The hotel’s phones began ringing and their email inbox filled with reservations.
  3. The Grand Cruise developed and refined the campaign message and bid management strategy over three months.
  4. The number of reservation requests doubled with each passing month.

Ironing out wrinkles in the reservation process

The hotel management wondered why few visitors were completing the on-site reservation form, and instead enquired about prices by phone or email.

Then they had an idea what the problem could be. Not only did the form not show the price for the period selected, but it also required that users enter a CAPTCHA in order to send the application. As a result, only one in ten users actually finished the reservation process.

The Grand Cruise redesigned the reservation form based on their observations, and to good effect.

Sergei Pavlenko
Sergei Pavlenko
Marketing director
As soon as we started using Yandex.Direct, our sales took off, and our average occupancy rose to 81,5% in just three months. Things worked out so well because we went right to the heart of customer demand. As a result, we made a firm decision to prioritize online marketing in the future.
How Yandex.Direct helped a brand new hotel reach 80%+ occupancy in three months
How Yandex.Direct helped a brand new hotel reach 80%+ occupancy in three months
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