Case Study
Accor Hotels elevates brand reach and revenue with cookieless advertising
"Quantcast's cookieless solution has revolutionised our approach to reaching audiences with our brand and hospitality offerings and helped us become much more competitive. By leveraging their innovative technology, we've unlocked previously untapped environments, resulting in increased booking volumes and improved return on investment. As we navigate the transition to a cookieless future, Quantcast has become a strategic partner, empowering us to fully embrace the opportunities of the open internet with confidence."
Jennifer Meyer, Digital Director, iProspect
Of bookings entirely cookieless against all Quantcast bookings
Less cost per booking
Accor operates hotels, resorts, and vacation properties in 5,584 locations across over 110 countries, as the largest hospitality company in Europe and the sixth largest hospitality company worldwide.
Industry
Travel
Brand
Accor Hotels
Product
Quantcast Advertising Platform
Challenge
In a competitive travel landscape, Accor Hotels wanted to solidify their position in market, obtain more brand recognition against third-party booking websites, and encourage direct bookings. With goals to increase reach at scale, netting new customers and revenue as a result, Accor Hotels saw the potential to double their addressable audience by activating advertising campaigns in cookieless environments. To do this, they needed an innovative approach to marketing.
Solution
Accor Hotels partnered with their appointed media agency iProspect and Quantcast to execute on their reach expansion and growth strategy. With the understanding that measurement is critical to validating new areas of investment for the brand, Quantcast ran a six-week long prospecting campaign to uncover how many direct bookings could be obtained through advertising in cookieless browsing environments. By using Quantcast’s Cookieless Breakdown report to compare conversion volume, CPA, and ROAS in real time, Accor Hotels was able to validate their investment into cookieless advertising.
Results
Comparing campaigns executed both in environments that have third-party cookies and those that don’t, Accor Hotels saw that cookieless advertising alone drove 15% of all incremental direct bookings, with each booking costing 62.5% less that those driven by advertising within cookied environments. Overall, 10% of a 7-figure amount in revenue generated from the campaign could be attributed to cookieless advertising.
These remarkable results helped Accor understand the value of being able to advertise in cookieless environments, and has enabled the brand to become more nimble in its media strategies moving forward.
The Partnership
