Sands Hotels

Recovering direct booking demand from OTAs

Sector

Travel & Hospitality

capabilities

Full-Funnel

Performance Marketing

Social & KOL

Sands Hotels was losing direct booking share to online travel agencies (OTAs) across Asia Pacific. The challenge was especially strong in Southeast Asia, where OTAs had captured a large share of regional hotel bookings, and were outspending traditional hospitality brands on digital advertising. We built an integrated marketing strategy to re-establish Sands as a destination of choice, and rebuild direct demand for its platform.

Culturally targeted creatives

To generate organic buzz around the brand, we partnered with popular celebrities and musicians to create content that was designed for short-from video platforms.

Precision targeting and optimisation

Using historical booking and engagement data, we then identified affinity insights to each celebrity/musician. This allowed us to continually improve our KOL strategy and ad formats for each market.

Rapid multilingual A/B testing

Creative assets were launched and tested across the region in eight languages. The top-performing variants were then scaled across the respective market with added budget.

RESULTS

5B

annual user touchpoints

7x

increase in website traffic and bookings

25%

reduction in Cost Per Acquisition (CPA)
Recovering direct booking demand from OTAs

Sands Hotels

Facing rising pressure from Online Travel Agencies across Asia-Pacific, we rebuilt Sands Hotels' digital playbook around data, multilingual testing and culturally tuned creative. Here is how the strategy delivered five billion annual user touchpoints.
5B+ annual user touchpoints
7x increase in website traffic and bookings
75% surge in ad click-through rates
Culturally targeted creatives
To generate organic buzz around the brand, we partnered with popular celebrities and musicians to create content that was designed for short-from video platforms.
Precision targeting and optimisation
Let’s Get To Work
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