Royalton Resorts, with properties throughout Mexico and the Caribbean, had two simple and straightforward goals for Black Friday:
Goal 1: Increase traffic
Goal 2: Increase bookings
If Royalton could align their offerings and advertising with these high-traffic shopping periods, they hoped to boost bookings and revenue across their entire resort portfolio.
THE SOLUTION
During Black Friday, Cyber Monday, and Buen Fin sales, Royalton Resorts executed a targeted paid media campaign to drive high-value traffic to the Royalton Resorts website. Using targeted paid search, paid social, and display campaigns, Royalton not only accomplished but exceeded their goals.
Rather than simply funding existing channels, Royalton invested additional advertising dollars to target new markets and expand reach across additional channels. New channels included Connected TV (CTV), YouTube, and other platforms to capture broader audience segments. The omnichannel approach helped drive the 125% increase in direct bookings.
Further emphasizing the importance of the November sales, Royalton’s November 2024 revenue was more than double that of any other month of the year.
THE RESULTS
Goal 1 was to increase traffic, and Royalton’s November 2024 media impressions experienced a significant year-over-year (YoY) increase of 71%. Goal 2 was to increase bookings, and November bookings generated from media grew by 87% YoY.
In addition to the increase in traffic and bookings, revenue from media experienced an 85% YoY increase, highlighting the campaign’s effectiveness.
The blended return on ad spend (ROAS) reached an outstanding 34:1, up from 23:1 the previous year, showcasing a substantial improvement in campaign efficiency. The SEM channel stood out with an exceptional ROAS of 55:1, the highest across all channels.
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