Case Study: InterContinental Hotels Group (IHG) achieves 3X higher return on ad spend (and 11% higher CTR) with Facebook

Welcoming more hotel guests with Facebook dynamic ads for travel

InterContinental Hotels Group (IHG), a global hospitality company with 13 brands, nearly 5,300 hotels and over 100 million loyalty members, sought to drive more website traffic and increase direct bookings for its Holiday Inn Express brand. The challenge was to convert travelers who had shown interest in specific Holiday Inn Express properties but hadn’t completed a booking.

IHG partnered with Koddi to run Dynamic Ads for Travel paired with Facebook’s Collection ad format, targeting users who visited ihg.com and searched for Holiday Inn Express hotels in specific cities. A mobile-first video plus shoppable inventory tiles showed date-specific pricing and available rooms, delivering a 3X higher return on ad spend and an 11% higher click-through rate versus previous formats.

IHG

Chris Copp

VP Global Digital Marketing