The challenge of marketing a distinctive rental property in a competitive vacation market required a tailored approach to reach travelers seeking unique experiences. By leveraging customized audience targeting based on interest in unique stays, combined with an integrated strategy of social media, geo-fencing, and search ads, we successfully drove bookings and brand awareness.

Custom Audience Targeting

Social Media Marketing

Geo-Fencing

Search Ads

Custom Audience Targeting for Unique Stays

The distinctiveness of the properties allowed us to focus our marketing efforts on individuals with a demonstrated interest in unique, non-traditional vacation accommodations. We used Facebook and Instagram’s advanced audience customization tools to zero in on people whose behaviors and interests aligned with boutique stays, alternative lodging options, and experiential travel. Audience segmentation was based on users’ past travel behaviors, engagement with unique accommodations, and specific interests such as “boutique hotels,” “tiny homes,” “glamping,” and “experiential travel.” Retargeting ads were also created for individuals who interacted with the brand or website previously but had not yet booked, further narrowing the focus on high-intent prospects.

Social Media Marketing (Facebook & Instagram)

The ads featured a mix of striking visuals and authentic experiences that showcased the unique aspects of the rental properties, including one-of-a-kind architecture, remote locations, and immersive travel experiences. Using Instagram Stories, video reels, and Facebook carousel ads, we created a visual narrative that appealed to travelers looking for something out of the ordinary.

Geo-Fencing

We used geo-fencing to target ads to travelers already near the property. Geo-fenced ads reached vacationers in the vicinity, focusing on high-traffic areas such as nearby airports, highways, and local attractions. This strategy maximized exposure to potential guests already considering accommodation options.

Google Search Ads

Google search ads were customized with keywords emphasizing unique and alternative lodging. Search queries such as “unusual stays near [location],” “one-of-a-kind vacation rental,” and “off-the-beaten-path stays” targeted travelers actively searching for unique places to stay while on vacation. The ads helped capture high-intent users seeking an extraordinary travel experience.

Higher Conversion Rates

By targeting audiences specifically interested in unique accommodations, we saw a 50% increase in the booking conversion rate compared to more general ads. This interest-based customization ensured that our messaging resonated deeply with the right audience.

Boosted Engagement

The focus on visually appealing and experience-driven content led to a 40% increase in engagement on Facebook and Instagram, with significant growth in likes, comments, and shares from users who found the properties appealing and one-of-a-kind.

Increased Bookings

The integrated use of custom audiences, geo-fencing, and search ads resulted in a 60% uplift in booking inquiries and a 25% increase in confirmed bookings within the first three months of the campaign launch.

Improved ROI

Customizing the audience based on interest in unique stays improved ad relevance, leading to higher click-through rates and a better return on ad spend. The geo-fenced ads were particularly effective at driving last-minute bookings from travelers already in the area.