Building a Full-Funnel Performance Marketing Framework for a Multi-Property Hotel Group
Macdonald Hotels
Created a more structured full-funnel performance marketing operation across hotel properties, seasonal campaigns and international audiences, supported by repeatable campaign planning, audience segmentation and measurement.
1The Challenge
A large multi-property hotel group needed a more scalable performance-marketing operation across seasonal campaigns, offers, hotel properties and international audiences. The programme covered a broad range of commercial moments — Black Friday, Easter, summer offers, Mother’s Day, golf, spa vouchers and other hotel-specific promotions — each demanding its own planning, audiences and measurement. Growth depended on moving from ad-hoc activity to a repeatable full-funnel framework the in-house team could operate.
2Our Approach
Strategy
Designed an annual performance-marketing calendar covering 40+ campaign periods, mapping each commercial moment to objectives, target audiences and media plans across the hotel portfolio.
Paid Media
Managed paid search and paid social across Google, Meta, LinkedIn, TikTok and travel advertising platforms, with campaign-level ad-copy structures built to scale across properties and seasons.
Audience
Built audience and customer-data segmentation so campaigns could differentiate between existing guests, seasonal bookers and new international demand — including China audience targeting.
Operations
Developed scalable processes for campaign set-up, reporting and optimisation, supporting the transition from agency-led delivery towards stronger in-house capability.
Measurement
Established cross-media measurement and optimisation workflows, and supported international growth strategy across markets including France, Spain, North America and China.
What We Delivered
Why It Worked
“Seasonal hospitality demand scales when campaign planning, audience segmentation and measurement follow one repeatable calendar instead of being rebuilt for every promotion.”
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