Case study: How Swissotel used Google Analytics to improve ad strategies

Background
Knowing that the hospitality sector is an extremely competitive sector, the hospitality group understands that it is important to track where its digital marketing spend is going and whether it’s actually working.

Aim
Swissotel Hotels & Resorts aimed to drive sales by getting prospective customers to click on their AdWords ads and then make a purchase on their site.

It used Google Analytics to improve their advertising strategies and inform their Google AdWords campaigns in Australia, the US and the UK for Swissotel The Stamford in Singapore.

Execution
The initial data analysis using Google Analytics showed that UK visitors spent more time viewing room and restaurant pages compared to Australian visitors, who favoured the promotions and packages section of the site.

With this information, Swissotel tailored their ad texts and landing pages to emphasise ‘beautiful rooms and suites’ for visitors from the UK and ‘great deals’ for visitors from Australia.

Result
After several months of optimising their ad campaigns, Swissotel was able to improve their per-visit value metric significantly, increasing their revenue by 68 per cent and achieving 100 per cent ROI.