In a multi-media test for a major resort hotel brand, using Email, PPC, and Social Media, the winner was:
D. From $129/nt Weekends consistently outperformed all other offers.
A specific price point, which was the same basic cost as the offers that were expressed as discounts and free nights, clearly outperformed the offers that were harder for a potential guest to understand what the actual price they would pay.
Here’s how the offers performed:
4.78% Overall Response Rate – $129 per Night Weekends!
3.95% Overall Response Rate – $99 per Night Weekdays!
2.41% Overall Response Rate – Beachfront Hotel Deals with No Resort Fees!
1.87% Overall Response Rate – 4th Night FREE!
How did you do?
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