Time Period: Three months
Increase in direct bookings
Increase in total revenue
Total clicks
Post click booking
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.
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.
By adopting a personalized, data-driven approach across channels, Boston Harbor Hotel successfully achieved its goals for the quarter.
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.
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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