Premier Inn
Learn How Premier Inn Unlocks Greater Efficiency with TikTok's New Travel Ads
The objective
Driving bookings with a more personalised travel experience
Premier Inn aimed to transform its marketing strategy to attract guests more effectively and enhance the online booking experience.
Recognising the need to move beyond broad targeting, and demonstrating their commitment to innovation, the brand sought a solution to connect potential guests with relevant hotel locations within its extensive UK portfolio, ultimately driving bookings while optimising marketing spend.
The core challenge was delivering personalised, seamless experiences at scale during the crucial travel planning phase.
The solution
Leading with innovation: Travel Ads
To elevate its performance marketing strategy, Premier Inn, the first hotel brand globally to adopt this solution, implemented Travel Ads within its TikTok campaigns.
Powered by TikTok's sophisticated travel intent model, this format allowed Premier Inn to dynamically serve highly relevant hotel recommendations directly aligned with individual user preferences and demonstrated travel behaviours.
The integration of Travel Ads, championed by Premier Inn's forward-thinking approach, streamlined the entire user journey, from initial discovery to confirmed booking. This represented a significant shift from a previous broad-reach approach to a dynamic, intent-driven strategy.
By showcasing only the most relevant hotels based on real-time user signals, the ads ensured maximum cut-through. Additionally, the continuous learning and adaptation of TikTok's intent model ensured ongoing campaign performance improvements for Premier Inn.
The results
Smarter targeting, stronger returns
The incorporation of Travel Ads into Premier Inn's always-on (BAU) strategy yielded exceptional results:
+15% Uplift in Conversions: significantly increased booking rates
+18% Improvement in ROAS: enhanced return on advertising spend
+34% Increase in performance spend: confidence in the format led to increased investment
This approach not only delivered substantial efficiency gains but also provided Premier Inn with a scalable and data-backed methodology for driving direct bookings, effectively reducing costs while accelerating booking