Turban Hotels Paid Ads

Sector Analysis:

Hospitality companies including luxury hotels therefore have to fight an ongoing battle with incumbents as well as promising entrants from the boutique hotel segment. Internet advertising and paid media promotion plays a vital role in brand awareness when there are many competitors and customer is being influenced by online reviews, ads and other social media platforms.

Challenges Faced by the Client:

Turban Hotels’ primary strategic issue came in form of; how to boost online bookings through there website given that it had low internet visibility, competition with other larger chains and other boutique properties. However, the company was not visible online, missing out on the ability to attract the right traffic to their website to generate actual bookings for the available quality services at Turban Hotels.

Here is a snapshot of the results we achieved:

Below are the creatives used in the campaign:

Goals and Objectives of the Turban Hotels Ad Campaign

Campaign Objective: The main goal of this campaign was to get as many people as possible to complete the lead form, while engaged. Turban Hotels can enhance the collected data of potential customers in order to filter out consumers who are genuinely interested in booking a place in this hotel chain.

Campaign Goal: The aim of the list was to collect lead details of users who showed interest in booking a hotel with a bias toward giving a booking to Turban Hotels. This will also help the hotel to achieve better follow up on these potential customers, and thus more conversion rates and overall bookings.

Targeted Locations: The campaign specifically targeted high-potential locations in India, including:

• Ahmedabad
• Nadiad
• Rajkot
• Surat
• Vadodara (Gujarat)

Target Audience: To maximize the impact of the campaign, we focused on users who demonstrated interest in travel-related activities and have the potential for high conversion rates. The following audience segments were prioritized:

This combination of interests and demographics helped target the right audience – individuals likely to engage with luxury travel services and ready to book their next adventure at Turban Hotels.

Our Strategy and Approach for Turban Hotels Ads

Campaign Strategy:

The ad campaign created for Turban Hotels focused primarily on using creative visuals to attract the attention of the potential client base and motivate them to complete the lead form. Thus, it was aimed to demonstrate what Turban Hotels has to propose in terms of fashionable and exquisite services and products that might attract the audience’s attention and meet its expectations.

To this end, we opted for single image ads, which are a type of ad format that can allow the ad creative to be focal, and carousel ads which is an ad format that is a collection of individual images.

Approach Used:

1. Single Image Ads:
   • Objective: Give the audiences differentiated experience by presenting several different Turban Hotels in one ad.
   • Execution: Each carousel card was dedicated to the particular aspects of Turban Hotels: luxury, adventure, culture, and unique deals.
   • Purpose: Carousel ads enabled users to learn more about Turban Hotels in one ad interface thus enhancing interaction and lead form completion rates.

2. Carousel Ads:
   • Objective: Provide a more immersive experience by showcasing multiple offerings of Turban Hotels in one ad.
   • Execution: Each carousel card highlighted different aspects of Turban Hotels, such as luxury amenities, adventure opportunities, cultural experiences, and exclusive travel deals.
   • Purpose: Carousel ads allowed users to explore more about Turban Hotels within a single ad, creating deeper engagement and increasing the likelihood of lead form submissions.

Why This Strategy Worked:

• Visual Appeal: While single image advertisement was oriented towards imparting an aesthetic experience of luxury, adventurous and culturally steeped Turban hotels, carousel ads were also on the same theme.
• Audience Engagement: Carousel ads were capable of introducing an engaging factor while single image ads gave users immediate access to the advertisement.
• Effective Targeting: By linking the creatives to the attitudes and behavior of the target consumers, the campaign was effective in appealing to high income earners, regular travelers, and especially other travellers who considered luxury travel important.
• Maximized Reach: There was greater satisfaction to those belt-and-braces style shoppers who liked to look around a site, and then drill into detail, meaning the conversion rates were boosted, and the leads were of higher quality.

This strategy worked perfectly to create awareness of what Turban Hotels was offering and had the added benefit of actually enabling the tracking of leads to clients and audience engagement.

How We Executed the Campaign Step by Step

Understanding the Client’s Needs:

When formulating the objectives with the representatives of Turban Hotels, the main objectives were identified as follows: to attract highly converting traffic to the platform and to collect information about users interested in booking. This particular step was useful in that it allowed the definition of our campaign goals in terms of the client’s goals as well.

Audience Research and Targeting:

The subsequent targeting through URL and described more detailed personas reflected the primary audiences interested in luxury brands, traveling frequently, with high income, passionate about hotels, culture, and active adventure travelling. To further narrow the targeting we also concentrated on particular districts of Gujarat; Ahmedabad, Nadiad, Rajkot, Surat, and Vadodara.

Creative Development:

Two ad formats were created to cater to different user preferences:

• Single Image Ads: They showcased the individual luxury components of the brand as a villa, culture, or amenity in an interdisciplinary manner.
• Carousel Ads: Presented in an exciting engaging manner including not only the adventure side, but also the interiors of the hotels, and the beautiful surroundings.

Ad Copy and CTA Optimization:

Clear, concise, and visually stunning ad copy was created to go besides the images. Glossy green CTAs such as “Plan Your Stay Today,” “Fill the Form to Book Now” were employed to nudge the users into filling the lead form.

Campaign Setup and Launch:

The ads were placed neatly on the chosen ad format so as to encompass the targeting parameters to the audience. The amount of funding available was spent towards achieving reach and activity levels in the specified locations.

Performance Monitoring and Adjustments:

Once the campaign was live updates on its performance was based on; CTR( click through rate), leads collected from the form featured, and engagement rates. By looking into the data, we made some specific changes in creatives, refined targeting, and rebalanced the campaign’s budget towards high-performing ads.

Lead Analysis and Reporting:

When the campaign reached its conclusion, all leads gathered were collated and analyzed to help Turban Hotels make useful decisions. A big report included the details of campaigning, the success rate of the campaigns in targeting the particular audience, and the advice that the professional can give to the other in regard to other subsequent campaigns.

Campaign Results and Outcomes

It was seen that the Ad campaign of Turban Hotels ensured that they got good quality leads, meaning the page collected relevant information from people who might be interested in a booking.

• Lead Generation: A lot of leads were generated for subsequent follow-ups.
• Audience Engagement: Another format we tested in detail was single image and carousel ads as they provide a high engagement and CTR.
• Targeted Reach: Accordingly, the campaign was targeted at HNWI and, frequent travelers in the selected locations in Gujarat.
• Brand Awareness: Help in the enhancement of the Turban Hotels’ niche image that will help in creating a niche market position of a luxury travel destination.

Overall the campaign generated 300+ leads from which more than 150 leads were converted due to the highly narrow targeting and retargeting.

The campaigns were struggling with higher CPM and CPL, we were able to lower down the CPL by 45%

The campaign delivered measurable success, laying the groundwork for future marketing efforts.

Conclusion

In this case the Turban Hotels ad campaign was extremely successful in reaching its objectives of creating a high quality leads and brand awareness. By the application of specific ads and appealing creatives, we targeted the required audience, generated enormous traffic, and collected useful data for further campaigns. It is for this reason that the campaign Newman and Collins’s a strong platform for future growth and improved customer service delivery targeting Turban Hotels.