Anonymous Edinburgh City Boutique: Metasearch Optimization to Minimise Empty Inventory

Challenge

Mid-week vacancies and late cancellations created unpredictable revenue drops, with standard Google Search ads failing to react dynamically to changing occupancy.

Strategy

We aligned Google Hotel Ads, TripAdvisor Meta, and trivago bids to target corporate and leisure travellers actively comparing rates during low-occupancy windows.

• • Cross-channel metasearch alignment (Google, TripAdvisor, trivago)
• • Dynamic bid adjustments tied to occupancy thresholds
• • Targeting mid-week business travellers in real-time

Execution

• • Integrated real-time rate feeds across Google Hotel Ads and trivago.
• • Applied bid multipliers that triggered when occupancy fell below 70%.
• • Tailored callout messaging to emphasise direct booking benefits and perks.
• • Excluded loyalty members and recent converters from paid bidding.

Commercial Impact

• • Significantly improved mid-week yield and occupancy stability.
• • Reduced booking acquisition costs compared to OTA commissions.