May 15, 2020– While the entire hotel industry is suffering and certainly well below volumes pre-COVID-19, some specific hotel groups are showing that they can generate some revenue by taking advantage of the depressed market with very targeted campaigns.
For example, two of our partner hotel groups have been able to hit a 81% impression share in April across the major metasearch channels at a blended average of $0.42 CPC. That translates to a 5.13% Cost of Sales and a 19.46% ROAS (Return on Ad Spend). While not generating revenues at the level pre-crisis, they are outperforming the market with profitable business and will be well-positioned as travelers return. In addition, they are maintaining a presence and not allowing third parties to own this space.