Paris Based Touriste Saw +133% Impressions With Google PMax for Travel Goals

THE CHALLENGE

Touriste’s overarching goal is to prioritize direct bookings and reduce reliance on OTAs, actively committing to testing new products and investing the necessary resources to ensure their success. Touriste acknowledges that Google’s AI within Performance Max for travel goals (PMTG) optimizes campaigns and budgets across all channels to achieve the best possible results.

Touriste’s main objective with PMTG campaigns through Cendyn’s Digital Marketing Platform is to attract new customers and increase return on investment (ROI), with a goal of exceeding a ROI of x12.

THE SOLUTION

Touriste had already launched a new website designed by Cendyn, so their digital advertising campaigns would lead to a compelling site made to convert visitors.

They trusted Cendyn’s approach in adopting PMTG and running campaigns year-round, with increased spending leading up to the summer season, until May. They have specifically launched campaigns in Belgium and the Netherlands, as these markets represent a significant portion of their target audience. Performance Max for travel goals has driven considerable traffic and visibility, which Touriste would not have been able to generate with Search or Display campaigns alone.

By combining PMTG campaigns with other campaign types such as paid search and metasearch, Touriste enhances its results and strengthens its multichannel online presence, increasing visibility and driving more direct bookings.

THE RESULTS

Thanks to Cendyn’s comprehensive Digital Marketing Platform (DMP), Touriste has achieved remarkable results in 2024 compared to 2023. The hotel group saw a 19% growth in revenue generated through metasearch, paid search, and PMTG, alongside an impressive 364% increase in clicks across these channels.

Specifically, the second half of 2024 showed significant improvements in PMTG performance compared to the first half, including a 133% growth in impressions, a 51% growth in clicks, and a 43% decrease in cost per conversion. Additionally, Touriste saw an 11% increase in PMTG ROAS, reaching a remarkable 23.4x annual ROAS in 2024.

These results highlight the power of Cendyn’s platform and approach in driving substantial growth and optimizing Touriste’s digital marketing strategy.

About Touriste

A small hotel group founded by Adrien Gloaguen in 2008, Touriste allows itself the luxury of only developing projects it enjoys. In 2011, a few years after acquiring the Sophie Germain in the 14th arrondissement of Paris, the young entrepreneur opened a small boutique hotel, Hôtel Paradis, in the 10th arrondissement. Next came the Panache, the Beaurepaire, the Bienvenue, the Hôtel des Deux Gares, the Beauregard, the Boétie and the Château d’Eau which opened in 2023. The group now runs 15 hotels and a couple of campings.

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.