Achieving a massive 41% year-over-year growth on Meta and a 38% surge in Google Ads isn't just about spending more - it's about spending smarter. Our recent collaboration with Dylan in Dublin proves just how impactful a highly targeted, booking-led digital strategy can be.

Dylan partnered with Journey to elevate its digital marketing and acquire high-value guests. The hotel needed to strengthen its direct booking performance, with a specific focus on boosting weekend demand. In an increasingly competitive landscape, Dylan faced the challenge of improving return on ad spend, ensuring marketing investments delivered a clear, measurable impact.

By implementing a highly targeted digital strategy, the partnership achieved exceptional year-to-date results across the board:

• +41% YoY Meta Growth
• +38% YoY Google Ads Growth
• +19% YoY Direct Revenue Increase (Website Direct Channel)

To achieve these figures, we restructured Dylan's accounts to run on a booking-led strategy designed specifically to improve return on ad spend. This hands-on approach included:

• Closely monitoring OTA pricing, sales, and promotions.
• Conducting ongoing competitor set analysis.
• Optimising CPA bidding and activating discovery keyword bidding.
• Refining messaging to reflect real-time market conditions.

To acquire new guests and drive visibility, we activated brand campaigns across Meta and Display, utilising discovery and retargeting. The strategy focused heavily on driving reach among users who had demonstrated strong booking intent. By launching persona-led campaigns and using relevance-driven messaging informed by available business mix data, we successfully captured these high-value users.

Ultimately, the success of these campaigns highlights the power of a deeply integrated team. Michelle Blake, Director of Sales & Marketing at Dylan, noted the impact of the relationship:

"Working with Journey has been brilliant the team is so knowledgeable and will always come to us with ideas and recommendations. They really focus on understanding our business and working with us to drive growth, and it's made a real difference to our overall performance."

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Contact us today

Lisa Buttle
  lisa@journey.travel
  +44 79 7432 0930

Khristina Quigley
  khristina.quigley@journey.travel
  +353 85 1407 389