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Driving a peak ROI of 4,264%.

Kempinski · Case Study

client
specialisms

then

Kempinski appointed Epiphany in early 2012 to develop and manage SEO and PPC across their global luxury brand portfolio.

Founded in 1897, Kempinski Hotels is Europe's oldest luxury hotel group. It has a range of 80 five-star hotels in 30 countries and continues to add new properties in Europe, the Middle East, Africa and Asia. Kempinski's customers are wealthy, discerning and global in their outlook. This segment of the travel market demanded an intelligent, customer-centric and data-driven approach to search.

Kempinski Hotels has specific marketing plans and budgets across its global hotel portfolio. It was seeking an agency that would be able to assist in the digital marketing activities of each of its hotels and drive advertising through both paid and natural search channels. Our challenge was to create a global strategy whilst providing local agility.

goals

  • To devise a suite of campaigns to improve consistency of the global brand message
  • Increase ROI from PPC
  • Increase revenue from PPC by driving greater volumes of bookings to each hotel
  • Bespoke reporting to hotels across the global portfolio, providing hotels with agility to make adjustments to their own strategies

Our targets are ROI-focused and we are constantly measuring the effectiveness and results of the campaigns in order to optimise and improve. We’ve seen ROI increasing working with Epiphany and are happy that the team is regularly seeking new opportunities and ways to increase bookings.

Kirstin Loedeman - Corporate E-Commerce Manager Kempinski

now

The account is very complex, involving multilingual search on four different search engines across the world, operating in eleven different languages and dealing with monthly invoicing and account reconciliation in different currencies. The campaign is managed across a series of territory-relevant search engines including Google, Yahoo, Bing and Yandex.

Kempinski chose Epiphany on the basis of our rigorous data analysis, commitment to efficient account management and international multilingual PPC offering. The five-star hotel brand initially asked us to manage territory-specific campaigns along with their main brand campaign.

Our key objective was to devise a set of campaigns that would improve the consistency of the brand message globally, increase ROI and ultimately drive greater volumes of bookings to each destination.

 

After demonstrating dramatic results in the first six weeks - including a 45% reduction in cost per click and a 28% increase in hotel bookings, we were given responsibility for the global campaign.

  • Within the first year, we boosted typical performance from 750% ROI to 1,500% ROI
  • Click-through rates increased from 0.75% to 5%, following improvements to the ad copy and keyword relevancy
  • We created a bespoke system to empower each destination to manage its paid search to achieve its own specific ROI goals

We boosted performance from 750% ROI to 1,500% ROI in the 1st year

Click-through rates increased from 0.75% to 5%