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
Customer Company Size
Large Corporate
Region
- Asia
Country
- Thailand
- China
- Hong Kong
Product
- Google Analytics
Tech Stack
- Multi-Channel Funnels
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
About The 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.
The 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.
The 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.
Operational Impact
Quantitative Benefit
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