Scaling Direct Bookings for a High-Intent Destination Stay

Hotel Luna Mystica needed a clearer path to capturing demand beyond branded search and converting new travelers. Over a focused sprint period, we rebuilt their paid media foundation, driving +28% booking growth, increasing direct booking share, and validating scalable channels for future expansion.

    • Heavy reliance on branded search to drive bookings

    • Limited visibility into non-brand demand and new customer acquisition

    • No clear attribution across channels to confidently scale spend

    • Underutilized metasearch and fragmented campaign structure

    • Launched non-brand Google Search campaigns to capture new Taos travel demand

    • Activated Google Hotel Ads (metasearch) to capture high-intent booking traffic

    • Introduced full-funnel strategy across Meta, Google, and metasearch

    • Refined creative to highlight the property experience (trailers, desert, stargazing)

    • Implemented tracking improvements to better connect campaigns to bookings

Google Ads

meta ads

    • +28% increase in reservations month-over-month (182 → 233)

    • +15% increase in booking demand year-over-year

    • +14% growth in room revenue MoM with improved RevPAR (+26%)

    • Direct bookings increased from 68% → 76%, reducing OTA reliance

    • Metasearch drove 23x ROAS, generating bookings efficiently at low spend

    • Google Ads captured high-intent demand with a 27% CTR, validating strong search-market fit

    • Google Ads (Brand + Non-Brand Search)

    • Google Hotel Ads (Metasearch)

    • Meta (Paid Social – Discovery + Retargeting)

metasearch ads