Upscale Hotel — More Direct, Less OTA
Rebuilt the funnel with PMax + Meta remarketing, added parity landing pages, and automated cart‑abandon flows.
HotelsPerformance MaxMeta AdsParity PagesDirect BookingsAutomation
Context
4‑star hotel struggling with OTA dependency and low direct bookings. Goal: lift direct share while maintaining occupancy.
Approach
- Audited OTA listings and created parity landing pages with matching offers.
- Implemented Google PMax campaigns for direct and branded searches.
- Meta remarketing to OTA visitors with direct booking incentive.
- Email/SMS automation for cart‑abandon and upsell flows.
- Tracking pipeline: GA4, GTM, server‑side conversions.
Results
+46%
direct bookings vs prior period
−46%
OTA share
+27%
ROAS from PMax
Stack
Google PMax, Meta Ads, OTA parity pages, GA4, GTM, automation flows.