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Image Credit B&B HOTELS Germany
THE CHALLENGE
In 2024, B&B HOTELS Germany aimed to strengthen its online presence and visibility by leveraging the Cendyn Digital Marketing Platform.
Additionally, they were committed to increasing direct bookings, reducing reliance on third-party platforms to drive more profitable revenue.
THE SOLUTION
The primary goal was to consistently secure the top position on Google Hotel Ads, ensuring maximum exposure of B&B HOTELS Germany’s direct prices on this metasearch engine.
Cendyn’s strategy also included running and maximizing Google Property Promotion Ads (PPA) campaigns for B&B HOTELS, metasearch destination ads, to boost visibility and attract more potential guests at their destination.
“Partnering with Cendyn has significantly boosted our online visibility and resulted in a 48% growth in direct bookings YoY. Their digital marketing strategy, through the Cendyn Digital Marketing Platform, has helped us reach potential guests and maintain a strong online presence while driving more profitable revenue. We’re excited to continue this successful partnership.” Eva‑Maria Katterfeld Team Lead Digital Performance Central & Northern Europe, B&B HOTELS
THE RESULTS
In 2024, B&B HOTELS Germany achieved impressive success with Cendyn’s Digital Marketing Platform, seeing significant improvements across key metrics compared to 2023.
The combined strategy of classic metasearch campaigns targeting highly qualified travelers and metasearch destination campaigns to boost visibility led to a 671% increase in Google PPA clicks. Expanding efforts into the three main markets (DE, NL, AT) resulted in a sharp rise in traffic.
Additionally, B&B HOTELS Germany benefited from a 32% decrease in average CPC for PPA, due to Google offering more placements at lower costs. These efforts contributed to a 50% growth in revenue generated and a 48% increase in direct bookings.
Overall, total clicks saw an impressive growth of 134%, highlighting the effectiveness of Cendyn’s strategy in driving both visibility and direct bookings for B&B HOTELS Germany.
About B&B HOTELS Germany
With over 200 hotels across the country, B&B HOTELS Germany warmly welcomes travelers. Their affordable hotels are spread across many German regions and major cities, offering the signature B&B HOTELS features. Whether guests are planning a solo city trip, family holiday, or business trip, B&B HOTELS ensures a comfortable room at a fair price in centrally located hotels.
About Cendyn
Cendyn is a global hospitality cloud-based technology company that enables hotels to drive revenue, maximize profitability, and create deeper connections with guests through its integrated solutions.
Serving hoteliers for nearly 30 years, Cendyn drives commercial success for hotels through its Find, Book, Grow promise: find the right guests; drive them to book direct, and grow loyalty and revenue across the spectrum of digital guest interactions.
Cendyn has over 32,000 customers worldwide in more than 150 countries – including brands such as Outrigger Hospitality, Hyatt, IHG, Aman Resorts & Hotels, Relais & Châteaux, Highgate, 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 from locations across the globe, including the United States, France, the United Kingdom, Singapore, Bangkok, and India.
