Case Study: Hotel ICON achieves hundreds of direct bookings and 65% first-time guests with Sojern RevDirect

Hotel ICON - Customer Case Study

Hotel ICON, a boutique luxury hotel in Tsim Sha Tsui operated by The Hong Kong Polytechnic University and run as a hospitality lab, wanted to drive more direct bookings by reaching in-market travelers who were unfamiliar with the brand. Traditional demographic and lookalike targeting wasn’t granular enough to capture travel intent, so the marketing team needed a data-driven way to reach high-intent travelers.

Hotel ICON partnered with Sojern’s RevDirect to target users showing real-time travel intent for Hong Kong, shifting to highly targeted digital campaigns. The program delivered hundreds of direct bookings (about 65% from first-time guests), gave the hotel ownership of guest contact data, and created a pipeline for CRM and loyalty-building efforts.

Hotel ICON

Michelle Lai

Director of Communications and Public Relations