Introduction

Regional client case study. Centara is a Thai hospitality group with more than 91 hotels around the world. Its Hotels & Resorts brand is built on a warm welcome and a memorable stay in places rich in culture and tradition.

Problem & Challenges

SEO

Strategy

Analytics

Paid Media

Web Development

Performance Creative

Direct bookings matter to Centara: 20% of revenue comes straight through the website. The group was already advertising online, but performance varied and the reporting was less transparent than it wanted.

Relevant Audience was asked to build online marketing strategies that would lift direct bookings and revenue.

We began by learning Centara's needs and its audience segments. From there we designed a plan around tightly segmented audiences, with the aim of raising brand awareness, sending guests to the brand's own websites and meeting ambitious targets. The plan also timed activity around key booking periods to set up long-term results.

Results

Before working with us, the Centara team felt like a small fish in a big pond, without clear objectives for its online spend. Relevant Audience helped it set them, then put an assertive social and advertising strategy beside a conversion-focused website. The channels included conversion rate optimisation, website and landing page design, SEO and display advertising. Centara's growth stayed high for consecutive years and tracked its long-term goals.

277% Increase in conversion value

50%Increase in ROAS

88%Conversion to bookings

"We're able to target effectively to reach the right audience at the right time and in the right place."

– Tom Thrussel, Vice President – Brand, Marketing & Digital at Centara