Person sitting in hammock swinging from palm tree

Case Study

Driving High Return Bookings With Facebook

By redefining campaign goals and using Facebook’s algorithm to reach relevant audiences most likely to convert, Hawaii’s largest hotel chain increased its return on ad spend by 1330% YoY.

Their Story

Hospitality For All

Aston Hotels & Resorts is one of Hawaii’s largest hospitality management groups. In 2015, they officially rebranded to Aqua-Aston Hospitality. Aqua-Aston Hospitality is a destination expert providing management services to hotels and resort condos with a 70 year legacy in Hawaii.


Maximizing On Ad Spend

Aqua-Aston Hospitality was looking to drive more direct bookings at a lower cost while reaching customers at all phases of the vacation planning cycle/all stages of travel research. They needed to show a return on ad spend in order to continue investing in Facebook ads at a higher level.

Traveler making online purchase

The Solution

Targeting Relevant Audiences

Aqua-Aston Hospitality was reluctant to increase investment on Facebook in the past because it had been used purely as an upper-funnel, awareness-driving tactic without a proven return on ad spend. They had really only scratched the surface with paid social campaigns and most were done at the property-level rather than brand-wide.

We identified that by redefining campaign goals, we could maximize efficiencies while reaching a more relevant audience for Aqua Aston.

  • Using the Facebook pixel, Wpromote switched all campaigns meant for driving bookings to “conversion” campaigns so Facebook’s algorithm would optimize to find travelers most likely to convert.
  • Lookalike Audiences were built based on users who had converted from an AAH campaign. These audiences were used for future brand-wide prospecting promo campaigns.
  • We also launched dynamic ads for travel.

Channels + Services

Paid Social
Strategy & Planning
Facebook Dynamic Ads

Social media campaigns

Better targeting leads to direct bookings

Adjusting campaign goals for Aqua-Aston Hospitality and launching the dynamic ads for travel using the Facebook pixel allowed campaigns to reach their most relevant audiences and drive incremental direct bookings.

  • 1330% Increase In Return On Ad Spend
  • 23% Decrease In Bounce Rate From Facebook Ads

Proof Is In The Numbers