Maulik Hospitality Paid Ads

Industry Context:

The need for quality and cheaper brands is well-accepted in this industry in India due to high competition from a large number of players for a diverse and increasing number of domestic and foreign customers. Some of the key issues that organisations face within this sector are: Market saturation, targeting and accessing the right consumer base, the issue and associated concern of consumer trust and engagement as well as the general concern of agility and adapting to new technological trends.

Key Problem Addressed:

With new competition coming up daily, Maulik Hospitality had the main issue of raising its brand awareness and occupancy levels. To this end, the applied digital marketing strategy of our agency involved improving a client’s web presence, targeting the best-suited buyer personas, and exploring digital advertising opportunities to drive results online. The idea was to create a clear and easily recognizable brand that would set Maulik Hospitality apart from its many competitors in the hospitality industry to draw a proportionally higher number of customers.

To that end, we concentrated our efforts in these key sectors to address most of the issues experienced in digital marketing within the hospitality sector and thus grow Maulik Hospitality. 

Here is a snapshot of the results we achieved:

Below are the creatives used in the campaign for three different properties:

Goals and Objectives of the Maulik Hospitality Ad Campaign

Campaign Goals

The major objectives of the tactical campaign were to increase the number of bookings and familiarize the target markets with Maulik Hospitality as a provider of high-added value services for selective, luxury-segment tourists. Specific goals included:

1. Boost Occupancy Rates: From the identified regions: Delhi, Faridabad, Gurugram, Ghaziabad, Greater Noida, and Noida, raise the number of bookings per room in the important properties.
2. Enhance Brand Awareness: Establish Maulik Hospitality as a trusted luxury hospitality brand among affluent travelers in India.
3. Drive Engagement: Generate meaningful interactions with the target audience on digital platforms to foster long-term customer relationships.
4. Optimize Ad Spend: Ensure effective budget allocation by targeting highly relevant and valuable customer segments.

Campaign Objectives

To achieve these goals, the campaign was designed with the following objectives in mind:

1. Precise Audience Targeting: They should use fine grained targeting parameters to reach the right audience, wealthy high net worth individuals and those who frequently travel and are likely to appreciate and select luxury hospitality. Key targeting criteria included:
   
   • Demographics: Focus on individuals within the top 5%, 10%, and 25-50% household income brackets, indicating higher purchasing power.
   • Location Optimization: First, target markets are the large cities of India catering to high-end clientele, such as Delhi, Faridabad, Gurugram, Ghaziabad, Greater Noida and Noida.
     
2. Behavior-Based Segmentation: Target users based on behaviors and consumer classifications, including:
   • Regular travelers with diverse itineraries, both locally and globally.
   • Individuals with a tendency to prioritize premium products and experiences during their trips.
     
3. Interest-Based Engagement: Capture the attention of audiences with specific interests related to luxury travel and leisure, such as:
   • Target audiences interested in exclusive accommodations, upscale getaways, and unique travel experiences. Focus on users engaging with leading online travel platforms for booking and those aligned with premium lifestyles and high-end products.
     
4. Drive Platform-Specific Engagement: Engage users who actively explore travel-related content, ensuring visibility on platforms they frequently use.
   
5. Focus on High-Intent Audiences: Leverage interest in adventure, tourism, and luxury retail to ensure the campaign resonates with users ready to book or explore luxury accommodations.

This structured approach allowed us to effectively align the campaign objectives with Maulik Hospitality’s overarching business goals, ensuring measurable success.

Our Strategy and Approach for Maulik Hospitality Ads

Specifically for Maulik Hospitality, as an advertiser, we chose a data orientated and audience focused approach that would help us achieve the best results when presenting luxury services and products. It emphasized the instances of how creatives should be used along with highly tested and segmented audience techniques to generate the targeted number of clicks and signups.

1. Creative Ad Formats

Carousel Ads for Property Differentiation:

• We designed and deployed carousel ads to highlight the unique features and offerings of different properties under Maulik Hospitality.
• Each carousel showcased stunning visuals of the properties, including luxury rooms, dining options, recreational amenities, and scenic surroundings.
• These ads allowed potential customers to explore multiple properties in one go, encouraging interaction and increasing click-through rates.
• Tailored ad copy emphasized key selling points, such as premium services, modern amenities, and proximity to major travel hubs, catering to the preferences of the affluent audience.

2. Advanced Audience Targeting

Lookalike Audiences:

• We leveraged lookalike audience targeting to expand the reach while ensuring relevance.
• Using Maulik Hospitality’s existing customer data (e.g., website visitors, past bookers, and loyal guests), we created highly-refined lookalike audiences on advertising platforms.
• This enabled us to connect with individuals who shared similar behaviors, preferences, and demographics as their most valuable customers.

Geo-Targeting:

• Ads were shown to audiences in high-potential regions, including Delhi, Faridabad, Gurugram, Ghaziabad, Greater Noida, and Noida.
• We ensured precision in targeting by focusing on affluent ZIP codes with a high density of potential high-net-worth travelers.

Interest and Behavior-Based Segmentation:

• The campaign targeted individuals with a strong preference for high-end accommodations, unique travel experiences, and reputable online booking platforms. Behavioral segmentation focused on frequent travelers, consumers who prioritize premium goods, and those engaged with upscale retail and exclusive travel services.

3. Personalized Messaging

• Ads were designed to cater to the unique aspirations and needs of luxury travelers, with personalized messaging that emphasized exclusivity, comfort, and the exceptional experiences offered by Maulik Hospitality.
• Dynamic creatives ensured relevant messaging was delivered to the right audience segment, further enhancing ad performance.

4. Performance Optimization

• We continuously monitored ad performance and made data-backed adjustments to improve outcomes.
• Metrics such as click-through rates, conversions, and cost-per-acquisition were tracked to refine targeting and creatives over time.
• Budget allocation was optimized to focus on high-performing ads and audience segments, ensuring maximum ROI.

By combining visually engaging carousel ads, lookalike audience targeting, and personalized messaging, we successfully created a comprehensive and impactful ad campaign that resonated with Maulik Hospitality’s target audience, driving significant brand awareness and bookings.

From this strategy of using immersive video ads, it was easier to detach the feelings of the audience from the ugly experience of the past and embrace the new luxurious brand of BB Club and increase its engagement and sales.

How We Executed the Campaign Step by Step

To ensure the success of Maulik Hospitality’s ad campaign, we followed a systematic approach to strategize, implement, and optimize the campaign for maximum impact.

Step 1: Campaign Planning and Research

1. Understand Client Objectives:
   • Conducted detailed discussions with Maulik Hospitality to understand their goals, including increasing occupancy rates, building brand awareness, and reaching high-net-worth travelers.
2. Market Research:
   • Analyzed the hospitality market and key competitors to identify opportunities for differentiation.
   • Researched target-audience preferences, behaviors, and platforms to determine the most effective strategies.
3. Audience Segmentation:
   • The campaign focused on key audience segments, including individuals with elevated purchasing power, those who travel frequently, and consumers of premium products. It also employed geo-targeting to reach high-potential areas such as Delhi, Faridabad, Gurugram, Ghaziabad, Greater Noida, and Noida.

Step 2: Creative Development

1. Design Carousel Ads:
   • Created visually appealing carousel ads, each showcasing a different property and its unique offerings.
   • Included professional imagery, compelling copy, and clear calls-to-action (e.g., “Book Now” or “Explore More”).
2. Personalized Messaging:
   • Developed tailored ad copy emphasizing exclusivity, luxury, and convenience for high-value audiences.
   • Highlighted features such as premium amenities, adventure experiences, and proximity to key travel hubs.

Step 3: Audience Targeting Setup

1. Lookalike Audiences:
   • Created lookalike audiences based on existing customer data (website visitors, previous bookers, etc.).
   • Targeted individuals with similar demographics and behaviors.
2. Behavioral and Interest Targeting:
   • The campaign targeted audiences with a keen interest in premium experiences and exclusive services, including those who prioritize high-end travel options and renowned booking platforms. It also focused on individuals with a preference for unique and elevated getaway experiences.
3. Geo-Targeting:
   • Optimized ad placements to appear in high-potential regions identified during research.

Step 4: Campaign Execution

1. Platform Setup:
   • Deployed ads across multiple platforms, including Google Ads, Facebook, and Instagram, to maximize reach and engagement.
   • Configured advanced targeting options for each platform to align with campaign goals.
2. Budget Allocation:
   • Distributed the budget strategically, prioritizing high-performing audience segments and ad formats.
3. Launch Ads:
   • Ensured proper testing and quality assurance before launching the campaign.

Step 5: Monitoring and Optimization

1. Performance Tracking:
   • Used analytics tools to track key metrics like impressions, click-through rates, and conversions.
   • Monitored audience engagement, ad interactions, and campaign ROI.
2. Optimization:
   • Adjusted ad creatives, targeting, and budget allocation based on performance insights.
   • Paused underperforming ads and redirected resources to top-performing segments.
3. A/B Testing:
   • Conducted A/B testing to refine messaging, visuals, and targeting parameters for better results.

Step 6: Reporting and Insights

1. Campaign Reporting:
   • Compiled a detailed report highlighting campaign performance, including key metrics, achievements, and areas for improvement.
2. Insights and Recommendations:
   • Shared actionable insights with Maulik Hospitality for future campaigns.
   • Provided recommendations for sustaining and scaling digital marketing efforts.

By following this step-by-step process, we ensured a structured and efficient execution of the ad campaign, delivering tangible results that aligned with Maulik Hospitality’s goals.

Campaign Results and Outcomes

• Increased Visibility: Significantly boosted brand awareness, reaching a large and targeted audience.
• Higher Engagement: Click-through rates improved by a notable percentage, surpassing industry standards for luxury hospitality ads.
• Website Traffic Growth: Sessions on the website rose considerably, with a strong increase in new visitors.
• Boosted Bookings: Bookings saw a significant rise, delivering a high return on investment.
• Valuable Insights: Gathered key audience insights that will guide future marketing strategies.

The campaign effectively enhanced Maulik Hospitality’s brand presence and delivered impressive, measurable results.

Conclusion

Maulik Hospitality was able to achieve its aims and targets through the accurate implementation of the presented campaign: the brand’s recognition, interaction rates, and website traffic increased considerably. With regard to audience targeting, we implemented specific creatives and more targeted segmentation and obtained a significant increase in bookings and high profit on the investments made. The information gained from the response will help to fine-tune future campaigns to achieve even greater positive results for Maulik Hospitality.