Accor

The Objective

Accor, a global hospitality leader with over 5,500 hotels worldwide, sought to boost booking conversions by driving direct reservations through their all-in-one platform, ALL.com, by leveraging TikTok's latest travel innovation, Dynamic Travel Ads.To test this cutting-edge solution, Accor integrated their global catalog with TikTok's discovery engine and applied it during their summer campaign, offering discounts of up to 25% to promote top destinations and encourage travelers to join their membership program for access to exclusive deals.Achieving impressive results, Accor became the first hotel group globally to adopt this groundbreaking travel solution, effectively blending creativity with performance.

The Solution

TikTok, Accor, and iProspect partnered to launch the new travel ads alpha, enabling them to promote hotel properties based on a travel intent model supported by travel cards that highlighted unique selling points. This solution was directly connected to Accor’s global catalog, allowing TikTok to deliver dynamic content and direct users to relevant hotel details while gathering valuable signal data to enhance future campaigns.The implementation followed a two-stage process:Stage 1: Infrastructure Setup

1. Data Connection: Integrated the Events API for a seamless server-to-server connection, incorporating travel parameters to securely capture signals of travel intent.

2. Hotel Catalog: Linked Accor’s global catalog, while leveraging custom labels to emphasize unique USPs.

3. Creatives: Leveraged TikTok's TTCX program to create catalog video ad format for retargeting purposes.

Stage 2: Campaign Split TestWith the infrastructure in place, Accor conducted a split test to compare the performance of standard web conversions against dynamic travel ads. Both campaigns ran simultaneously, with identical durations, budgets, and targeting parameters.The split test utilized advanced strategies such as lookalike modeling to find users with characteristics similar to existing customers, and retargeting based on Accor’s first party (1P) data to re-engage users. These strategies enabled Accor to optimize ad delivery by targeting high-intent users, increasing the potential for higher bookings and improved return on ad spend (ROAS).

The Results

As a result, the performance of dynamic travel ads significantly outpaced that of standard web conversion campaigns.Dynamic travel ads achieved a notable 46% reduction in the cost per hotel booking and a 1.8x increase in the number of bookings. Even more remarkable was the 2.3x increase in Return on Ad Spend (ROAS), demonstrating the effectiveness of this innovative approach in delivering more cost-efficient and profitable results for the business.Dynamic travel ads not only improved booking conversions but also enhanced the overall impact of Accor’s digital marketing efforts, driving better business outcomes and strengthening customer engagement.