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How we restructured search architecture and geo-targeting to heavily outperform competitor benchmarks and drive efficient bookings.
Operating in the fiercely competitive online travel sector, Qantas Hotels faced challenges associated with low margins, numerous low-cost competitors, and constant shifts in customer preferences.
Qantas Hotels needed a digital marketing strategy to successfully establish strong preference alongside highly effective customer acquisition in a dynamic market.
Digital Minds Group devised and implemented a robust, multi-dimensional strategy to balance brand and performance.
DMG prioritised turning the realms of available data into actionable insights - setting clear priorities and opportunities for performance marketing to scale with a focused ROI approach.
Recognising the dynamic nature of the market, DMG prioritised agility, allowing Qantas Hotels to quickly adapt to changing variables and capitalise on market opportunities while meeting aggressive ROI and volume targets.
Attention to detail was crucial. Digital Minds ensured accuracy in communication, considering factors such as commission rates, prices, seasonal fluctuations, promotions, and channel variations to maintain consistency and customer satisfaction.
Balancing priorities on brand and performance meant deep and insightful consideration to channel mix and performance as well as pushing the envelope in techniques and processes through media and technology options through a rigorous test and learn program.
Key Successes Achieved:
• Secured one millionth hotel customer.
• Expanded domestic and international hotel inventory.
• Launched strategic meta-search and display channels.
• Developed a unique attribution model for accurate booking attribution.
• Successfully launched Qantas Luxury Hotels product.
• Achieved sustained double-digit year-over-year growth.
• Implemented cross-device attribution and targeting in search marketing.
• Designed a transparent process for channel attribution in the internal booking manager system.
The collaboration with Digital Minds resulted in improvements related to scale, accuracy, relevance, and ROI. Complete transparency in performance by channel empowered Qantas Hotels to confidently integrate paid marketing channels into their growth plan and forecasting.
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