InterContinental Park Lane
InterContinental Park Lane
Hospitality Premium Hotel
As a five-star hotel at a prestigious address overlooking Hyde Park, the Park Lane property serves as a flagship location for the InterContinental brand.
Learn how InterContinental’s flagship hotel drives higher quality booking leads at a lower cost with the help of Wonderbean’s Paid Media team.
Wonderbean keeps growing search traffic to InterContinental year after year
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Challenge
In Graza’s early days, Benin and his team stuck to testing out organic marketing channels rather than paid advertising. They needed a way to create strong customer relationships that lasted beyond a single purchase, and they knew paid ads couldn’t foster that the way organic marketing channels do.
As a five-star hotel at a prestigious address overlooking Hyde Park, the Park Lane property serves as a flagship location for the InterContinental brand.
“Working with Wonderbean has transformed our paid search performance. Their strategic approach has consistently delivered exceptional results, particularly in securing prime visibility for our property in a highly competitive market. They’re incredibly proactive in campaign management and always thinking several steps ahead, ensuring our Google Ads campaigns perfectly align with our upcoming promotions and events. The team’s ability to stay agile and responsive while outperforming even our brand’s global marketing efforts has made them an invaluable partner in our digital marketing success.”
Solution
The Graza team initially focused on three organic marketing channels to grow the business: organic social, a creators gifting program, and email marketing. But email is the channel that has enabled the DTC brand to reach customers in the most personal way possible, thanks to Klaviyo’s robust segmentation options.Problem: The hotel had a strong presence on OTAs, but poor conversion rates for direct bookings via their own website.
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Results: Having taken over management of Google Ads from the hotel team in October 2023, the hotel saw a -69% CPA YoY and +31% CVR YoY.
Strategy
Graza uses Klaviyo’s granular segmentation tools to send automated flows and promotional campaigns to small, targeted groups of customers based on purchase frequency. Regulars who buy every 2-3 weeks get different emails from regulars who buy every 4-6 weeks, for example. Graza is intentional about email design, too, keeping all calls to action below the fold.
