Attracting the Right Guests at the Right Time with Entourage sur-le-Lac
Entourage sur-le-lac
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Entourage sur-le-Lac, a hotel located in Lac-Beauport, wanted to expand its reach. To meet its ambitious goals, we implemented a digital strategy focused primarily on increasing the hotel’s sales. Specifically, we needed to drive bookings from the Northeastern United States, Ontario, and the Canadian Maritimes, while directing traffic to the Entourage sur-le-Lac website rather than to OTAs (Online Travel Agencies).
One of the main strategic challenges was to precisely target users showing a genuine interest in a stay in the province of Quebec, in order to maximize return on investment.
We therefore needed to stand out in a digital ecosystem where travellers spend a significant amount of time researching before making a reservation.
Selling a destination, not just a room
Rather than targeting only those looking for a hotel, we spoke to those who dream of a getaway—people who are primarily interested in outdoor activities and wellness.
We highlighted the outdoor offerings and the proximity to Quebec City, using a 100% performance-driven strategy with Google Ads and Meta Ads. To emphasize the values of wellness and the outdoors, we prioritized video content, which is ideal for evoking emotion and capturing the attention of our target audience.
Our approach is based on a data-driven strategy aimed at precisely targeting users interested in a getaway in the Quebec City region. Through in-depth data analysis, we identified the key interests of our current customers and transformed them into audience opportunities tailored to the specific characteristics of each platform and campaign type.
When it came to keyword bidding, we adopted a hyper-targeted approach by focusing exclusively on high-performing audiences outside Quebec. By combining search intent with behavioral data, we significantly improved ROAS by reaching travelers specifically interested in a stay in the Quebec City region.
Results that speak for themselves
To maximize the effectiveness of Google Ads Performance Max campaigns, we worked closely with the hotel’s PMS to integrate Meta Search Ads (Google Hotel Ads) directly into our campaigns. This synergy allowed us to refine targeting and optimize performance by integrating real-time data on room availability and rates.
For Meta Ads, optimizing the pixel and data collection played a key role in our strategy. We set up lookalike audiences based on specific actions taken on our website, then tested these audiences in conversion campaigns using only our video ads. A/B testing refined our messaging, increasing engagement and ROAS.
Thanks to this innovative and integrated approach, we were able to leverage data to adapt our strategies and exceed campaign goals.
By testing several similar audiences, we identified the behaviors most likely to lead to bookings. This approach allowed us to focus our efforts on high-performing segments, thereby maximizing budget efficiency.
