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Contact Client Access

D-EDGE MediaGenius increases direct bookings

Enjoy low distribution cost and boosts visibility through social ads

Published on July 12 2021

SKYE Suites is the innovative hotel division of global real estate developer Crown Group. It was born out of a vision to create an architecturally-inspired, spacious and luxurious urban resort experience. SKYE Suites’ goal is to elevate the hotel experience to a greater height.

D-EDGE was engaged to drive online visibility and direct booking through Digital Media solutions for SKYE Suites. Brand protection and brand awareness campaigns were implemented for the hotel using the D-EDGE MediaGenius platform. This platform is a complete campaign management solution for holistic digital media campaigns, including Search, Metasearch, Display, and Social Ads. This platform is also compatible with any Central Reservations System (CRS).

Challenges

  • SKYE Suites required a platform to manage all their Digital Media campaigns to increase their visibility and direct bookings.
  • To reduce the distribution cost vs OTAs.
  • To increase brand awareness through social media channels.
  • Required a platform which is compatible with any Central Reservations System (CRS).

Solutions

  • To implement D-EDGE’s new MediaGenius platform, a complete campaign management solution for all digital media campaigns which include Search, Metasearch, Display and Social Ads.
  • SKYE Suites chose a full-service model where D-EDGE bid experts optimised the campaigns on behalf of the hotels to lower distribution cost vs OTAs.
  • D-EDGE implemented Social Ads campaigns through Facebook and Instagram to increase the hotel’s visibility.
  • D-EDGE MediaGenius platform is compatible with any CRS / Booking Engine.

D-EDGE MediaGenius provides a complete platform for holistic digital media solutions to drive direct booking with lower distribution costs as compared to OTAs. It also assists in increasing visibility through social ads. D-EDGE provides us with a complete solution for our digital marketing. The full service is hassle-free for our hotels, and we are delighted to have D-EDGE’s Digital Media team with their expertise executing the campaigns for us to obtain higher ROI for SKYE Suites.

Ari Foo

Area Director of Sales & Marketing

SKYE Suites

Strategies

  • D-EDGE maximised SKYE Suites’ direct revenue to obtain a higher return of investment.
  • D-EDGE built and increased brand awareness for SKYE Suites through Social Ads (Facebook & Instagram).

The results after 3 months

SKYE Suites achieved an outstanding ROI of 75X from search brand protection campaigns within three months. The hotel also attained its distribution cost of 10%, lower than OTAs, from the Metasearch campaigns. A higher Click Through Rate (CTR) of 1.3% compared to the average of 0.90% in the Travel & Hospitality industry was also reached.

4.6%

conversion rate from metasearch campaigns

75x

ROI from search campaigns

1.3%

CTR from Social Ads (Facebook and Instagram)

*Results period: September – November 2020

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