Success Story

Choice Hotels

Choice Hotels Case Study

“We tested Rocket Fuel for Choice Hotels nearly three years ago, and soon thereafter they became a principal partner for all Choice Hotels regional efforts. We have since increased budgets, with growth in cross-channel initiatives including FBX and tablet advertising; we’re currently seeing ROAS of 2,106% for the year.”

Jessica Cox
Media Supervisor MMGY Global

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Goal

Increase hotel bookings and ROAS

Challenge

Crowded online marketplace, appealing to key demographics

Product Used

Rocket Fuel for Direct Response, Channels: Social, Mobile (Tablet)

Advertiser

Choice Hotels International (NYSE: CHH) currently franchises more than 6,200 hotels, representing more than 500,000 rooms, in more than 30 countries and territories. Ranging from limited-service to full-service hotels in the economy, mid-scale, and upscale segments, Choice-branded properties provide business and leisure travelers with a range of high-quality, high-value lodging options throughout the United States and internationally. Rocket Fuel works with MMGY Kansas City to optimize online campaigns for U.S. properties including Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, Cambria Suites, MainStay Suites, Suburban, Econo Lodge, Rodeway Inn, and the Ascend Hotel Collection.

Goal

  • Increase online hotel bookings
  • Increase return on ad spend (ROAS)

Challenge

  • Crowded online marketplace for travel
  • Regional performance with numerous competitors in bargain-priced lodging space
  • Increasing awareness among business travelers
  • Increasing awareness among vacation family travelers
  • Capturing avid traveler, whether it’s business or family

Results

  • Achieved 34,414 conversions (room reservations made) in the first five months
  • Increased ROAS 2,106%
  • Increased exposure and presence on Facebook through FBX

Product Used

  • Rocket Fuel for Direct Response
    • Channels: Social, Mobile (Tablet

Why Rocket Fuel?

  • Outstanding performance since MMGY first started working with them in 2010
  • Great client relationship, customer service

Big Data Audience Discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for Choice Hotels? They tend to be:

  • Business travelers
  • Vacation and leisure travelers
  • Retired, mature couples
  • Avid online travel shoppers
  • Families with HHI 50K-plus

Popular content categories

  • Newspaper
  • City & Local Guides
  • Special Occasions
  • Do-It-Yourself