InterContinental Park Lane
InterContinental Park Lane
Hospitality Premium Hotel
As a five-star hotel at a prestigious address overlooking Hyde Park, InterContinental Park Lane serves as a flagship location for the wider InterContinental Hotels & Resorts brand.
Competing in one of the most saturated hospitality markets in the world, the property must balance global brand presence with local performance - particularly when it comes to driving high-value direct bookings.
Learn how InterContinental Park Lane increased booking quality and reduced acquisition costs with the help of Wonderbean’s Paid Media team.
Wonderbean keeps growing search traffic to InterContinental year after year
-69%
YoY reduction in Cost Per Acquisition
+31%
YoY increase in
Conversion Rate
0%
increase in
Google Ads spend
Challenge
As a globally recognised luxury hotel, InterContinental Park Lane benefits from strong brand awareness and consistent demand through Online Travel Agencies (OTAs). However, that visibility came at a cost.
While third-party platforms drove volume, direct bookings through the hotel’s own website lagged behind, with higher acquisition costs and lower conversion rates than expected for a flagship property. Internally managed paid search campaigns struggled to compete in an increasingly aggressive auction environment, particularly for high-intent, non-brand terms tied to location, luxury, and experience-based travel.
The hotel needed a partner who could:
Protect and elevate brand visibility in a competitive search landscape
Shift demand away from OTAs toward direct bookings
Improve efficiency without sacrificing booking quality or guest intent
“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
Wonderbean took over management of InterContinental Park Lane’s Google Ads account in October 2023, implementing a strategic, full-funnel paid search approach built specifically for luxury hospitality.
Rather than chasing volume, the focus was on precision and intent:
Restructuring campaigns to prioritise high-value, conversion-ready search terms
Improving alignment between ad messaging, landing pages, and seasonal promotions
Actively managing bids and budgets to outperform both OTAs and internal global campaigns
Campaigns were continuously optimised around upcoming events, peak travel periods, and promotional windows - ensuring the property maintained prime visibility at the exact moments potential guests were ready to book.
Strategy
Wonderbean’s approach combined hands-on account management with long-term strategic thinking, tailored specifically to the realities of luxury hospitality marketing.
Key pillars included:
Search intent segmentation: Separating brand, competitor, and non-brand campaigns to control efficiency and protect profitability
Aggressive but controlled bidding: Ensuring top-of-page visibility without overpaying for low-quality clicks
Continuous testing: Refining ad copy, extensions, and keyword coverage to capture demand beyond OTAs
Agile optimisation: Rapid adjustments based on performance, seasonality, and market shifts
By treating paid media as a revenue channel - not just a traffic driver - Wonderbean helped InterContinental Park Lane unlock consistent, scalable growth in direct bookings.
