Warwick’s previous strategy was delivering low conversions on a costly CPC (cost per click) basis. As a result, they felt they were losing out on a significant amount of direct booking revenue from one of the most important available traffic acquisition channels.
Warwick wanted a partner who could deliver better performance on a more efficient and flexible billing model,
so Triptease was an obvious choice. The Triptease platform uses customer and price data as well as automation to deliver +105% more revenue from Google Hotel Ads compared to other providers on a flexible CPA (cost per acquisition) basis.
The Triptease platform’s flagship bidding features, Parity Boost and Parity Blackout, ensure you are boosted in the meta auction when you have the best rate and are removed when you’re being significantly undercut. This ensures efficient use of budget as the hotel only appears when it's likely to get a direct booking.
With a flexible billing model on a CPA basis, Warwick Hotels only paid for a guest booking once they'd checked out. This ensured budgets worked harder to increase metasearch performance resulting in more direct revenue.
Triptease helped transform Warwick’s direct booking ecosystem by giving them increased visibility on Google Hotel Ads, delivering optimized bidding campaigns, and providing a flexible CPA solution that grew their total direct booking revenue from metasearch. With Triptease’s help, Google Hotel Ads currently accounts for 15.62% of Warwick’s total website revenue (May 2022).