Princess Hotels

The objective

A luxury hotel brand scaling its ongoing TikTok strategy to increase bookings

Since 1969, Princess Hotels & Resorts has been providing holidaymakers with luxurious accommodation in stunning locations across the Canary Islands, Barcelona, the Dominican Republic, Mexico and Jamaica. The Spanish company employs more than 8,300 people across its 23 establishments and offers customers over 11,000 rooms to choose from. Princess Hotels & Resorts prides itself on delivering a personalised and unforgettable holiday experience at a competitive price.

@princesshotelsresorts launched its TikTok advertising strategy in 2023, focusing on performance objectives such as conversion value and profitability as its primary KPIs. Since launch, the brand has seen consistent year-on-year growth and now has an active account with over 11K organic followers, alongside continuous revenue growth on the platform.

Princess Hotels actively manages its organic profile to nurture its travel-loving community by showcasing the natural beauty and vibrant atmosphere of its resorts. Its content centres on the “Princess Experience”: room tours, premium services such as spas and pools, and culinary highlights to drive consideration. The brand prioritises a lo-fi, authentic aesthetic, utilising trending formats.

Working with its content and performance agency, Mirai, the main objective of this campaign was to increase conversions while optimising cost efficiency.

The solution

Leveraging a Search Campaign strategy for precise audience targeting and maximum ROAS

With the objective of increasing bookings, Princess Hotels initially launched their strategy in the US market, before extending it to Princess Riviera Maya and Punta Cana for the Canadian market once the strategy became available there.

The core driver of this strategy was Search Ads Campaigns. Search Ads Campaign enables sophisticated keyword-based ads that target placements on TikTok's search results page. From a user perspective, the ads appear the same, but for advertisers, a range of new features and targeting capabilities are available.

By leveraging TikTok Search Ads, Princess Hotels were able to ensure the right creatives were served to the right users at their moment of discovery, optimising the campaign based on conversion behaviour and maximising hotel bookings.

Their approach to content focused on showcasing the beauty of their hotels and their key luxury selling points. Direct calls to action were used within the campaign creatives, balancing lifestyle-led content with clear information about the locations and services to drive consideration.

Initially, the hotel chain launched a Search Generic campaign for the US market on 7 May 2025, using generic keywords related to hotels in their destinations, Punta Cana and Riviera Maya.

Following the success of this campaign, Princess Hotels launched a brand protection campaign. The original intention was to safeguard against competitors bidding on their brand name. However, after launch, performance levels were almost on par with the Search Generic campaign.

Through Search Brand, they bid on terms related to Princess Hotels Caribe and the individual hotel names in those destinations. Due to the strong results seen in the US Search Ads campaigns for Punta Cana and Riviera Maya, they replicated the strategy for Princess Jamaica at the end of July. For future launches, the brand continued to follow the same approach, activating both a Search Generic and a Search Brand campaign.

The results

Outstanding campaign efficiency driven by precise targeting and a highly-strategic campaign setup

The primary objective of this campaign was conversion-led, with a strong focus on maximising direct revenue while maintaining healthy profitability. TikTok supported this goal by enabling the brand to reach users across the full funnel. Through TikTok Ads, Princess Hotels were able to drive high-intent traffic to their booking engine, using performance-led formats and audience optimisation to attract users more likely to convert.

The campaign delivered strong results in both revenue performance and cost efficiency. It generated over $730k in revenue for the hotel brand, with an impressive ROAS of 57.1. Within the Search campaign, they achieved a click-through rate of 3%, a significant uplift compared to their regular campaigns, which averaged a CTR of 0.24%.

Beyond the core performance metrics, the campaign strengthened the brand’s presence in key markets and increased consideration among new audiences. This drove incremental demand for direct bookings, reduced reliance on third-party channels and supported more sustainable long-term growth beyond short-term results. The strategy was successfully scaled to new markets, including Canada, and new destinations, including Jamaica, within four months.

A key driver of performance was the search-led approach, combining both branded and generic strategies. Branded search captured high-intent users already familiar with the hotel group, supporting strong conversion rates and efficient revenue generation. At the same time, generic search attracted users actively researching accommodation and holiday options in their destinations, expanding demand beyond existing brand awareness.

This balanced approach allowed the brand to capture traffic at different stages of the decision-making journey, delivering high revenue volumes while maintaining strong profitability. By continuously optimising keywords, bids and budgets based on performance data, Princess Hotels were able to prioritise the segments and queries delivering the highest return on ad spend, maximising overall conversion efficiency.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.