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How Boston Harbor Hotel increased direct bookings with personalized website campaigns 

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Screenshot 2025-05-05 at 12.18.36

 

 

Results

 

Time Period: Three months

 

Direct performance booking

88%

Increase in direct bookings

51%

Increase in total revenue

 

Personalization Campaigns

2,473

Total clicks

507

Post click booking

$382,908 

Post click revenue 

Boston Harbor Hotel is a luxury waterfront retreat located on Rowes Wharf, where Boston Harbor meets the city skyline, offering guests timeless elegance and maritime charm.

As the only Forbes Five-Star and AAA Five-Diamond hotel in the city, Boston Harbor Hotel delivers a uniquely refined experience at the gateway to downtown Boston.

From January through March, the hotel stood out by re-engaging guests through targeted marketing campaigns, outperforming trends during a typically slower season.

The Objective 

 

Boston Harbor Hotel partnered with The Hotels Network (THN) and GCommerce to navigate a typically slower period at the start of the year, aiming to sustain a $10:1 ROI while boosting direct bookings and shifting share from OTAs.

With a strategic focus on bottom-of-the-funnel tactics, the team launched initiatives combining website personalization, metasearch campaigns, and emotionally driven programmatic display ads.

This integrated approach not only met but exceeded expectations, delivering an exceptional $12:1 ROAS and solidifying the hotel’s direct channel as a high-performing revenue stream during the post-travel-boom downturn.

 

The Solution

By adopting a personalized, data-driven approach across channels, Boston Harbor Hotel successfully achieved its goals for the quarter.

  1. Using targeted website messaging, the hotel engaged segmented visitors with relevant promotions. A standout winter campaign alone generated over $146,000 in post click revenue and an 8.5% click-through rate, converting lookers into bookers during a low-demand period.

  2. On the metasearch front, increased visibility drove a 62% impression share and contributed over 4% of total website revenue, helping to fill key weekend stay dates and grow direct booking share.

This integrated strategy combined personalization, paid media, and metasearch to boost performance, delivering a $12:1 ROAS while maintaining rate integrity and controlling promotional spend.

Download the full case study to discover more of the complete strategy implemented.

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'National Book Your Vacation Day Sale' Mobile Layer

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'Meet Boston Winer Promotion' Layer

 

 

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