How a Google display campaign drove real breakfast revenue for a luxury hotel

Targeted marketing as a lever for scaling ancillary revenue beyond room nights

This case study describes how a luxury hotel used a targeted Google Display Network campaign to increase direct bookings for its breakfast package. Rather than focusing on broad brand exposure, the campaign was designed around a clear commercial goal: driving incremental food and beverage revenue. By targeting high-intent travelers and business professionals likely to visit Chicago, the hotel significantly exceeded its traffic, engagement, and revenue targets. The results demonstrate how focused digital advertising can directly support on-property revenue streams beyond rooms.

Key takeaways

• Clear revenue-driven objective: The campaign was built around selling a specific breakfast offer, making it easy to measure impact on F&B revenue rather than relying on soft branding metrics.
• Targeting matters more than scale: Ads were shown to travelers with a high likelihood of visiting Chicago and an affinity for luxury travel and dining, ensuring relevance over raw reach.
• Significant increase in qualified traffic: Website visits exceeded 50,000, nearly four times the original target, indicating that the campaign attracted a large volume of interested, relevant users.
• Strong engagement signals: A click-through rate close to 2% far exceeded typical display benchmarks, suggesting the messaging and audience selection resonated with potential guests.
• Meaningful incremental revenue: The breakfast package generated over $150,000 in direct revenue, showing that ancillary offers can perform at scale when marketed effectively.
• High return on ad spend: A ROAS of 12.5:1 highlights that well-targeted display advertising can be a profitable channel when linked to a clearly defined hotel offer.

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