Case Study: InterContinental Hotels Group (IHG) achieves a 39:1 return on spend and higher booking conversions with Marchex Call Marketplace

IHG increases bookings with Marchex

InterContinental Hotels Group (IHG), a global hotel company with more than 5,300 properties, needed a cost-effective way to fill rooms while competing in a crowded lodging market. Because IHG relies on call center agents to convert inbound calls into bookings, the company engaged Marchex and its Pay For Call (PFC) offering, Marchex Call Marketplace, to drive qualified phone leads to its booking lines.

Marchex ran a PFC campaign using Marchex Call Marketplace, placing ads across 100+ online and mobile sources and applying IVR filters and call-quality rules so IHG only paid for valid booking calls. The effort produced a 12% bookings-to-calls conversion rate (higher than other media partners) and a 39:1 return on spend, delivering measurable increases in bookings and advertising ROI for IHG.

InterContinental Hotels Group (IHG)