Driving bookings through a targeted paid media approach
Paid Media
+25% revenue YoY
+39% clicks YoY
+17% bookings YoY
Meriton Suites is Australia’s largest owner and operator of hotels, with over 6,000 suites down the east coast of Australia. Our work covers paid media, creative and SEO, driving hotel bookings in a competitive market. Our work has driven strong results with media spend remaining constant.
The Challenge.
Better use of data to identify opportunities across search platforms
Increase brand penetration in an incredibly competitive industry
Improve ad copy to resonate with different personas
Achieve a more cost efficient CPA
Identify new platforms and guests
The Integrated Solution.
Our strategy centred around the customer: hotel guests and their motivations for travel. These personas seek different experiences when they travel, so identifying and targeting them with relevant messaging is critical to driving results.
We built out 8 different customer personas, enabling ourselves to tailor placements and nurture users effectively. For example, families look for hotels with swimming pools, that are child-friendly, and spacious. A corporate traveller is after location, business facilities, and convenience.
We produced creative for each persona, and individual media plans to reach these users based on their online behaviour. This introduced new channels and messaging too, broadening Meriton Suites’ reach and awareness amongst travellers.
The Results.
Our year on year results (2024 to 2025) include, with media spend remaining constant:
+25% revenue YoY
+39% clicks YoY
+17% bookings YoY
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