Choice Hotels International reportedly achieved a ROAS of 2,106% by utilising a new RTB platform from Rocket Fuel, as the hotel reservations market appears to be jumping on the popular digital marketing bandwagon.
Rocket Fuel, a company that has developed a leading Programmatic buying RTB platform, combining Artificial Intelligence and Big Data, has established itself as a principal partner for Choice Hotels International following its success managing the chain’s online advertising campaigns.
The hotel reservations market is highly competitive, with numerous competitors in the bargain-priced lodging space. In this context, Choice Hotels needed to increase awareness of its offerings among vacation family and business travelers, with the aim of capturing new clients. The company decided to hire Rocket Fuel with the aim of increasing room reservations and improving the return on advertising investment.
Rocket Fuel has developed a digital advertising platform combining Big Data and Artificial Intelligence in order to reach the right audience for Choice. The platform’s advanced technology allows it to acquire new learnings as advertising campaigns progress in order to determine, based on user data, in which media to focus advertising spend and to obtain a level of accuracy that defies the capability of the human mind. Likewise, the platform operates across four channels: display, mobile, social media, and video, allowing it to implement cross-channel campaigns.
In the case of Choice Hotels, the objective was to reach an audience of business, holiday, and leisure travelers, families, retirees, mature couples, and other avid online travel shoppers with a combined income of over 50,000 dollars.
The level of accuracy achieved by Rocket Fuel’s platform was so high that in the first five months a total of 34,414 conversions were achieved in terms of room reservations. Following this success, Choice Hotels has increased its spend on advertising campaigns managed by Rocket Fuel and has extended its reach to new channels such as mobile and social networks.
Jessica Cox, Media Supervisor for MMGY Global, the media agency that connected Choice Hotels to Rocket Fuel, commented: “We tested Rocket Fuel for Choice Hotels nearly three years ago, and soon thereafter they became a principal partner for all Choice Hotels regional efforts. We have since increased budgets, with growth in cross-channel initiatives including FBX and tablet advertising; we’re currently seeing ROAS of 2,106% a year.”