Case Study: Travelodge achieves 10% reduction in Cost of Sale with Skai

Travelodge uses Keyword Bidding to drive Cost of Sale down 10%

Travelodge, the UK's largest independent value hotel brand with more than 500 hotels, partnered with Spark Foundry for paid search and wanted to improve performance on generic search terms. Although portfolio bidding met overall Cost of Sale targets, Travelodge turned to Skai to drive incremental bookings by shifting focus to individual keyword-level bidding using a Bid-to-Value/Keyword Bidding approach.

Skai implemented a move of all generic keywords from portfolio to keyword bidding while keeping branding on portfolio bidding, a change that took less than a day to deploy. In the two months after the switch, Skai helped Travelodge achieve a 4% increase in generic bookings, a 12.5% rise in revenue, an 8% reduction in cost-per-click and a 10% reduction in cost of sale.

Travelodge