Address Hotels + Resorts
Address Hotels + Resorts leveraged TikTok's latest Catalog Ads for Travel in its always-on campaigns, achieving a 7X month-over-month increase in return on ad spend (ROAS).
The objective
Boosting direct bookings with Catalog Ads for travel
Address Hotels + Resorts, a luxury hospitality brand under the Emaar Hospitality Group, operates 15 properties across the METAP region and sought innovative solutions to increase direct bookings via its website.
To achieve this, the brand introduced Catalog Ads for Travel (BETA) as part of its winter campaign, promoting exclusive discounts and kids-go-free packages. By collaborating with TikTok and Assembly Global (Media Agency), Address Hotels + Resorts team delivered outstanding results for their properties.
The solution
Implementing a data-driven strategy to capture travel data connections and drive conversions
To ensure an effective and seamless rollout, Address Hotels + Resorts followed a strategic two-stage approach. This enabled TikTok to deliver dynamic, personalized content while allowing the brand to capture valuable data connections, optimizing always-on campaigns for higher engagement and improved results.
Stage 1: Infrastructure setup
Data integration: Implemented Events API for a seamless server-to-server connection, facilitating the capture and analysis of key travel data connections.
Hotel catalog: Integrated the Address Hotels + Resorts property catalog, using custom labels to highlight unique selling points for each location, ensuring personalized and relevant ad delivery.
Creative optimization: Utilized TikTok Creative Exchange (TTCX) to develop engaging video creatives, incorporating both single-video and carousel ad formats to maximize engagement and reach.
Stage 2: Launching a nurture strategy
Initial campaign optimization: Focused on early-stage conversion events to capture valuable data connections and enable TikTok’s travel intent model with the right mix of TikTok and client's first-party (1P) data.
Audience strategy: Built and activated first-party audiences (1P audiences) for more precise targeting.
Conversion focus: Shifted campaign strategy to lower-funnel events, optimizing for hotel bookings and implementing a retargeting strategy to drive conversions.
The results
Achieving 1.5x more bookings and sustained performance growth
Using Catalog Ads for travel, the campaign delivered 1.5x more bookings than the previous period while significantly reducing cost per acquisition (CPA) by 278%. Most impressively, it achieved a 7x increase in return on ad spend (ROAS), highlighting the effectiveness of this innovative approach in delivering cost-efficient, high-impact results.
In conclusion, Address Hotels + Resorts’ journey toward digital transformation underscores its commitment to innovation and adaptability in an evolving digital landscape, positioning the brand as a leader in luxury hospitality marketing.
Address Hotels + Resorts is a homegrown UAE brand, and our regional expansion has accelerated significantly in recent years. As a luxury brand in a highly competitive market, we strive to be among the leaders in the dynamic digital landscape. With Catalog Ads for Travel, our goal was to enhance brand visibility, showcase our rapidly growing portfolio in the MENAT region, and ultimately drive stronger return on ad spend (ROAS). We are grateful to TikTok and our agency, Assembly Global, for helping us bring this vision to life.