Anonymous City Hotel: Paid Social Retargeting for Direct Bookings

Challenge

Guests were researching the hotel website but returning through OTAs or abandoning before booking, with no structured retargeting by booking intent.

Strategy

We rebuilt paid social retargeting around page intent, booking-window urgency, offer relevance and exclusion rules for recent converters.

• • Retargeting by booking journey stage
• • Audience exclusions to reduce wasted spend
• • Offer and creative alignment with direct booking objections

Execution

• • Segmented audiences by rooms, offers, location pages and booking-engine visits.
• • Built creative variants around rate confidence, amenities and flexible booking.
• • Excluded recent bookers and low-quality engagement audiences from spend.
• • Matched landing pages to the original research intent where possible.

Commercial Impact

• • More returning visitors completed direct booking journeys.
• • Paid social spend focused on high-intent users rather than broad awareness.
• • Reduced leakage from website research back to OTA booking paths.