Motel 6, a G6 Hospitality brand, was challenged to increase direct booking from their online marketing without sacrificing the quality of their online experience. They wanted a solution to better target engaged customers, and create relevant messaging
across engagement channels.
Motel 6 implemented Customer Intelligence from IgnitionOne for remarketing on search engines such as Google and Bing. Powered by IgnitionOne Customer Intelligence – a real-time measurement of levels of engagement, properties of interest and likelihood to convert – Motel 6 was able to reach their most valuable customers across search engines at key moments in their booking journey.
Using IgnitionOne Customer Intelligence in connection with Google RLSA and Bing Remarketing Lists, Motel 6 more than doubled direct bookings and revenue – simultaneously creating marketing efficiencies while boosting the bottom line.
- 3X conversion rate increase
- +62% improvement in ROAS
- +130% increase in direct bookings
- +136% increase in incremental revenue
“Using IgnitionOne’s innovative Customer Intelligence solution for RLSA, we are now able to target generic search terms that were truly unaffordable previously. Being able to outbid the OTAs on select customers is turning into a major revenue driver for Motel 6”
– JILL O’BRIEN
SVP, DIGITAL MARKETING WORKS