Accor

Objective

Accor, a global hospitality leader with over 5000 hotels worldwide, aimed to enhance their hotel booking conversions dramatically. Encouraged by insights from their media agency IProspect, Accor turned to TikTok's newly launched TikTok Travel Ads— a bespoke advertising solution designed specifically for travel advertisers looking to capture and engage a global audience.

Solution

TikTok Travel Ads, an evolution of the Video Shopping Ads but optimized for the travel sector, offers a powerful platform for connecting with potential travelers. This advanced advertising tool helps drive conversions by reaching users at different stages of their travel planning. Accor utilized these ads to tap into a vast pool of potential customers through effective prospecting and retargeting strategies, which are informed by users' interests and behaviors.

The cornerstone of Accor’s strategy was the integration of the Event API, which synergized with Travel Ads to optimize ad performance. This integration allowed Accor to capture essential user signals, enabling the precise targeting and delivery of hotel booking options that travelers genuinely desire.

Results

The strategic application of TikTok Travel Ads and the Event API provided Accor with exceptional outcomes. The campaign not only boosted the return on ad spend by an impressive 9% but also improved the overall ad performance compared to traditional web conversion ads. Specifically, Accor enjoyed a 17% decrease in cost per complete payment and a significant reduction in cost per click by 54%.

This campaign underscores how Accor, by embracing cutting-edge technology and creative ad solutions on TikTok, was able to redefine success in the travel advertising space. The results highlight the importance of targeted, well-executed digital advertising strategies in achieving tangible business outcomes.

Accor’s success story is a testament to the potential of integrating innovative digital tools with strategic marketing objectives to dramatically enhance campaign effectiveness and efficiency in the competitive hospitality industry.