Google Case Studies Amari Hotels harnesses the power of Multi-Channel Funnels to optimize the mix of its digital marketing channels to drive a 44% increase in website sales

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	Amari Hotels harnesses the power of Multi-Channel Funnels to optimize the mix of its digital marketing channels to drive a 44% increase in website sales Google

Amari Hotels harnesses the power of Multi-Channel Funnels to optimize the mix of its digital marketing channels to drive a 44% increase in website sales

Google

Technology Category	Analytics & Modeling - Real Time Analytics
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting
Services	Data Science Services
Challenge	Amari Hotels, a member of the Onyx Hospitality Group, was seeking to gain a better understanding of how its different digital marketing channels interacted with each other to influence sales. The company was particularly interested in understanding how their email marketing campaigns influenced sales further down the line and how a visitor's interaction with their organic search results would affect their interaction with paid search ads in the future. The company was struggling to find answers to these questions, which were crucial for managing their digital channels effectively. Read More
About Customer	Amari Hotels is a member of the Onyx Hospitality Group and comprises 13 properties spanning Thailand. The Onyx Hospitality Group manages 40 existing and soon-to-open properties across Thailand, Hong Kong, China, and the Maldives. The company is in the hospitality industry and operates on a large scale, with a significant investment in digital marketing across all its brands. The company was seeking to optimize its digital marketing channels to drive an increase in website sales. Read More
Solution	Amari Hotels turned to Google Analytics' Multi-Channel Funnels to gain insights into which channels their customers interacted with during the 30 days prior to converting or purchasing. The Multi-Channel Funnels reports provided conversion path data that included interactions with many digital channels, including clicks from paid and organic searches, affiliates, social networks, and display ads. Using these insights, Amari's digital marketing team was able to implement several initiatives that yielded immediate results. For instance, they rolled out more informative landing pages that provided visitors with better information to base their decisions upon, resulting in a 44% increase in booking rates. They also increased their coverage on the Google Display Network to better connect with visitors after they had visited the site, which led to an 11% increase in bookings for their Amari Palm Reef Samui property. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

Challenge

Amari Hotels, a member of the Onyx Hospitality Group, was seeking to gain a better understanding of how its different digital marketing channels interacted with each other to influence sales. The company was particularly interested in understanding how their email marketing campaigns influenced sales further down the line and how a visitor's interaction with their organic search results would affect their interaction with paid search ads in the future. The company was struggling to find answers to these questions, which were crucial for managing their digital channels effectively.

About Customer

Amari Hotels is a member of the Onyx Hospitality Group and comprises 13 properties spanning Thailand. The Onyx Hospitality Group manages 40 existing and soon-to-open properties across Thailand, Hong Kong, China, and the Maldives. The company is in the hospitality industry and operates on a large scale, with a significant investment in digital marketing across all its brands. The company was seeking to optimize its digital marketing channels to drive an increase in website sales.

Solution

Amari Hotels turned to Google Analytics' Multi-Channel Funnels to gain insights into which channels their customers interacted with during the 30 days prior to converting or purchasing. The Multi-Channel Funnels reports provided conversion path data that included interactions with many digital channels, including clicks from paid and organic searches, affiliates, social networks, and display ads. Using these insights, Amari's digital marketing team was able to implement several initiatives that yielded immediate results. For instance, they rolled out more informative landing pages that provided visitors with better information to base their decisions upon, resulting in a 44% increase in booking rates. They also increased their coverage on the Google Display Network to better connect with visitors after they had visited the site, which led to an 11% increase in bookings for their Amari Palm Reef Samui property.

Impact #1	Change to more informative landing pages saw a 44% increase in bookings
Impact #2	Increasing investment in the Google Display Network saw a 11% increase in bookings for Amari Palm Reef Samui
Impact #3	Optimizing investment in generic keywords resulted in increased bookings, increased average booking value, and lowered overall cost per conversion

Impact #1

Change to more informative landing pages saw a 44% increase in bookings

Impact #2

Increasing investment in the Google Display Network saw a 11% increase in bookings for Amari Palm Reef Samui

Impact #3

Optimizing investment in generic keywords resulted in increased bookings, increased average booking value, and lowered overall cost per conversion

Benefit #1	44% increase in booking rates after rolling out more informative landing pages
Benefit #2	11% increase in bookings for Amari Palm Reef Samui after increasing coverage on the Google Display Network
Benefit #3	Increased bookings, increased average booking value, and lowered overall cost per conversion after optimizing investment in generic keywords

Benefit #1

44% increase in booking rates after rolling out more informative landing pages

Benefit #2

11% increase in bookings for Amari Palm Reef Samui after increasing coverage on the Google Display Network

Benefit #3

Increased bookings, increased average booking value, and lowered overall cost per conversion after optimizing investment in generic keywords

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Overview

Amari Hotels harnesses the power of Multi-Channel Funnels to optimize the mix of its digital marketing channels to drive a 44% increase in website sales

Operational Impact

Quantitative Benefit