How yandex.direct helped a brand new hotel reach 80%+ occupancy in three months

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How Yandex.Direct helped a brand new hotel reach 80%+ occupancy in three months

Grand Cruise resort-hotel chain

guests per month1500

year founded2012Sergei Pavlenko

Marketing director

Family-friendly hotels

Dzhemet, Anapa, Russia (on the Black Sea coast)

Period:

Tools used:

June — August 2012

Attract visitors from across Russia to a brand new hotel with no reviews

› Search ads (Yandex.Direct)› Ad networks (Yandex.Direct)› Yandex.Metrica

Goal

Background

The Grand Cruise opened at the start of a very hot summer in 2012.

Opening its doors after peak season had already begun, the Grand Cruise had no time for traditional promotion tactics involving tour operators.

Most of the Grand Cruise’s competitors were already seeing occupancy rates higher than 90%.

For a completely new and unknown hotel, it would take a miracle for them to reach even 60% occupancy.

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Solution

Step 1 Step 2 Step 3

Start ad networks campaign

Launch search campaign

Set goals in Yandex.Metrica

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Step 1

Set goals in Yandex.Metrica

The hotel added a Yandex.Metrica counter to its site and set 4 goals:

› viewed 2 pages

› viewed 5 pages

› started booking

› completed booking (reservation form sent).

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metrica.yandex.com

Step 2

Set up search campaign

Search ads were displayed to users throughout Russia.

The keyword groups initially selected were related to:

› Anapa vacations

› hotels and resorts in Anapa

› vacations in Dzhemet (the village where the hotel is located)

› hotels and resorts in Dzhemet

› Anapa + month

› Dzhemet + month

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wordstat.yandex.com

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Ad texts matched user queries and highlighted the hotel's advantages

Write attractive ad texts

hotels in Anapa

yandex.com

Sitelinks added to ads

Ads appeared in premium placement for sales queries Контактная информация · +7 (918) 05 33 505 · пн-вс 9:00-21:00 · Анапа

grand-kruiz.ruРеклама

Море рядом... Номера и цены Фотогалерея

Hotel in Anapa — we're open! / grand-kruiz.ru

Seaside hotel Rooms and prices Photo galleryContacts · +7 (918) 05 33 505 · Mon-Sun · 9:00-21:00 · Anapa

The new Grand Cruise hotel — 2012. Beach and pool. All inclusive. Make reservation

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Add sitelinks

Holiday in Dzhemet

yandex.com

Контактная информация · +7 (918) 05 33 505 · пн-вс 9:00-21:00 · Анапа



Relaxing holiday at a brand new hotel in Dzhemet! / grand-kruiz.ru

The Grand Cruise — we're open! All inclusive. Private beach and pool!



Ads appeared in premium placement for sales queries


Sitelinks

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Set bids for “sales queries"

July vacation in Anapa

yandex.com

Контактная информация · +7 (918) 05 33 505 · пн-вс 9:00-21:00 · Анапа



Plan your vacation in Anapa in July / grand-kruiz.ru

The Grand Cruise — we're open! All inclusive. Private beach and pool!



Ads appeared in premium placement for sales queries


Step 3


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The Grand Cruise ran campaigns in ad networks simultaneously with their search campaigns.

Ad networks include high-quality, high-traffic sites with an audience of over 74 million people, without significant overlap with Yandex search users.

The Grand Cruise disabled impressions on search partner sites, applied the Weekly Budget strategy for ad networks, and set a limit of 5,000 RUB to maximize the number of clicks.

direct.yandex.com

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The Grand Cruise composed more attention-grabbing ad headings and texts for use in ad networks. Sitelinks were added to emphasize the hotel's advantages and simplify site navigation.


The sun, the sea, the beach! Dreaming about your holiday? Act now!

Your holiday is closer than you think! Where do you want to relax in June?

Results

Results

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The hotel’s phones began ringing and their email inbox filled with reservations.

The Grand Cruise developed and refined the campaign message and bid management strategy over three months.

The number of reservation requests doubled with each passing month.

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The site drew an engaged audience: 70% of visitors viewed more than one page, with 13% viewing more than five pages.

Ironing out wrinkles in the reservation process

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The hotel management wondered why few visitors were completing the on-site reservation form, and instead enquired about prices by phone or email.

Then they had an idea what the problem could be. Not only did the form not show the price for the period selected, but it also required that users enter a CAPTCHA in order to send the application. As a result, only one in ten users actually finished the reservation process.

The Grand Cruise redesigned the reservation form based on their observations, and to good effect.

grand-kruiz.ru/bronirovanie

As soon as we started using Yandex.Direct, our sales took off, and our average occupancy rose to 81.5% in just three months. Things worked out so well because we went right to the heart of customer demand. As a result, we made a firm decision to prioritize online marketing in the future.

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Sergei Pavlenko

Marketing director