Ascott Japan aimed to strengthen its direct booking performance in a highly competitive landscape where OTAs dominate visibility at the critical point of purchase. At the same time, managing and optimizing multiple metasearch channels across a diverse hotel portfolio introduced operational complexity, particularly around budget allocation and performance consistency.
Evolving traveler behavior across devices further increased the challenge, requiring a coordinated approach to capture high‑intent demand and convert it efficiently throughout the booking journey.
To address these challenges, Ascott Japan partnered with Cendyn to implement a managed, performance‑driven metasearch strategy designed to improve operational efficiency, increase visibility, and drive measurable direct booking growth.
SOLUTIONS
Ascott Japan and Cendyn collaborated on a performance‑led metasearch strategy designed to increase direct visibility precisely where booking intent is highest and OTA competition is most intense. By maintaining a strong, consistent presence at key decision points, the partnership helped ensure that Ascott properties were surfaced at moments that directly influence booking choice—translating intent into measurable revenue impact.
The joint approach focused on operational efficiency and continuous optimization across Ascott Japan’s portfolio, enabling faster decision‑making, smarter budget allocation, and sustained performance gains over time. This allowed the team to react quickly to market signals, prioritize the highest‑return opportunities, and drive profitable direct booking growth at scale.
The strategy also delivered clear results aligned with broader industry benchmarks around cross‑device behavior. Mobile played an increasingly important role in early‑stage discovery, with clicks rising 4% year over year, while desktop remained the primary conversion engine—achieving a 23% higher conversion rate year over year and affirming its strength at the point of booking. Together, these gains demonstrated the impact of a tightly aligned visibility and conversion strategy across the full traveler journey.
RESULTS
Ascott Japan achieved measurable gains across its metasearch performance, reinforcing the impact of a more structured and optimized direct booking strategy.
The focus on higher-intent traffic and continuous campaign optimization led to a 12% uplift in conversion rate year-over-year (YoY). This translated into a 45% increase in direct bookings, demonstrating stronger efficiency in turning qualified demand into revenue.
Metasearch advertising also led to a 30% increase in clicks and a significant 62% growth in direct revenue generated, reflecting stronger visibility and more effective conversion of ready-to-book travelers.
Most notably, metasearch campaigns delivered an impressive 23× return on ad spend (ROAS), increasing by 3% YoY, highlighting the profitability of this partnership’s approach and its effectiveness in capturing high-value bookings.
Together, these results underscore how a targeted, well-managed metasearch strategy can drive both incremental revenue and stronger direct channel performance while
About Ascott Japan
With a global presence in over 230 cities, Ascott’s diverse portfolio of award-winning brands empowers guests to choose the stay that best meets their needs — from city hotels suited for business trips and vibrant social living spaces for friends, to beachside resorts for family vacations and fully serviced apartments for extended stays. There is a place for every type of journey, where each stay becomes a story waiting to unfold, and every path leads to a sense of belonging.
About Cendyn
Cendyn is a global hospitality cloud-based technology company that enables hotels to Find, Book, Grow – driving revenue, maximizing profitability, and creating deeper connections with guests through its integrated solutions.
Serving hoteliers for nearly 30 years, Cendyn has over 32,000 customers in more than 150 countries including brands Outrigger Hospitality, Hyatt, IHG, Aman Resorts & Hotels, Relais & Châteaux, Banyan Tree Hotels & Resorts, Coraltree Hospitality, and Onyx Hospitality Group – generating more than $20 billion in annual hotel revenue. The company supports its growing customer base with offices across the globe.
To find out more, visit cendyn.com.
