Dylan

Partnership

Dylan partnered with us to strengthen its direct booking performance, with a particular focus on boosting weekend demand. Alongside this, there was a clear objective to improve return on ad spend, ensuring marketing investment delivered measurable impact in an increasingly competitive landscape.

Challenge

The team faced the challenge of improving return on ad spend while increasing demand for key periods. Marketing activity needed to work harder, with a focus on delivering clear, measurable impact and capturing high-intent users more effectively.

Approach

We restructured the accounts to run on a booking-led strategy, aligning activity with real-time market conditions and commercial goals. This included monitoring OTA pricing, conducting ongoing competitor set analysis, refining messaging, and optimising CPA bidding.

Brand campaigns were activated across Meta and Display to drive visibility, supported by Discovery and retargeting to acquire new guests. This was underpinned by close monitoring of OTA sales and promotions, alongside the use of business mix data to inform targeting and spend.

We focused on reaching users with strong booking intent through persona-led campaigns, discovery keyword bidding, and relevance-driven messaging designed to capture high-value audiences.

Stats

Google Ads Growth
+ 38 %
Direct Revenue Increase
+ 17 %
Meta Growth
+ 36 %

Driving direct business

Strategy and discovery

We restructured activity around a booking-led strategy, supported by ongoing competitor analysis, OTA monitoring, and messaging aligned to real-time market conditions.

Performance improved across all channels, with year-on-year growth recorded in direct revenue, Google Ads, and Meta, demonstrating a stronger, more effective digital approach.

Campaigns and conversion

Conversion and booking journey

We refined messaging and targeting to better reflect user intent, ensuring campaigns were aligned with audience behaviour and market demand.

Technology

Conversion and discovery

A key focus was capturing high-intent users more effectively, using discovery keyword bidding, persona-led campaigns, and relevance-driven messaging informed by available data.

Marketing

Performance marketing

We activated brand campaigns across Meta and Display to drive awareness, supported by Discovery and retargeting activity to acquire new users and convert demand. This was combined with ongoing optimisation of CPA bidding, audience targeting, and spend allocation to improve return on ad spend.

Don’t take our word for it

“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.”
Review by Michelle Blake Director of Sales & Marketing
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