The Challenge
Hilltop Wellness Resort offers personalised wellness experiences for individuals and groups who want self-led yoga holidays and wellness retreats. In its own words, it invites guests to rediscover their health and happiness in the heart of Phuket Island.
The resort wanted bookings from guests around the world, and tracking stood in the way. Its website and its booking page sit on different domains, and payments go through a third-party payment service. This limited how accurately bookings could be tracked, so it was hard to judge how well each campaign worked. Primal had to solve the tracking problem first, so that the campaigns could run on data and match the resort’s performance goals.
Our Approach
With the booking data limited, Primal started from the resort’s historical data and tested which target locations worked. We ran experiments with different campaign objectives to find the campaign structure that reached guests around the world most effectively.
We then refined each part of the campaigns, the geographic targeting, the campaign types, the goals and the timing for peak and off-peak periods. This preparation was how Primal worked around the tracking problems that had limited what the campaign data could show.
Outcomes Achieved
With the new campaign structure in place, Primal ran the ads with every variable, from location and campaign type to timing, set to give results that could be measured. The team kept refining the campaigns from the test results.
Total bookings rose 100% year on year, twice the bookings of the year before. Revenue grew 92% and return on ad spend (ROAS) rose 57%. Using the data at each stage let the campaigns work around the tracking limits and reach guests around the world.
- 2xIncrease in Bookings
- 92%Increase in Revenue
- 57%Increase in Return on Ad Spend (ROAS)
Key Insights
- A website and a booking page on different domains, with payments through a third-party service, limited how accurately bookings could be tracked.
- Historical data, location tests and tests of campaign objectives set the campaign structure while booking data was limited.
- Refining the campaigns from the test results doubled total bookings year on year, with revenue up 92% and ROAS up 57%.
