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Brown Hotels Built a Greek Brand from Zero with Performance Max

Writer: 365 Digital
365 Digital
Sep 28
1 min read

The Results


The consolidated, AI-driven campaign yielded incredible results. By utilizing this approach, Brown Hotels saw:  

 

  • +19% direct bookings   

  • −55% cost per booking   

  • 2.2x total revenue 



The Challenge


Brown Hotels started with a steep hill to climb when launching their brand in Greece. They had seven new properties to promote, but faced the significant hurdles of having no market recognition and almost no first-party data.



The Strategy


To overcome these obstacles, Brown Hotels implemented a multi-layered approach leveraging AI:


  • Persona Development: The brand began by strictly defining their audiences. Domestic travellers were split from international tourists. Additionally, they segmented audiences further by splitting Athens city breaks from island resort stays.   

  • Performance Max for Travel Goals: With their personas firmly defined, Brown Hotels turned to Performance Max (PMax). This powerful tool allowed them to consolidate their advertising efforts into a single campaign that spanned across all Google channels, including Search, Display, YouTube, and Maps.   

  • AI-Driven Asset Matching: The campaign utilized AI-driven asset matching, where property-specific text, image, and video assets were mixed automatically to match real-time travel intent. Performance Max for travel goals helped Brown Hotels highlight the distinctive attraction of each of its collections' locations to strengthen their connection with prospective customers. 





Ultimately, this immense success gave the brand enough confidence to commit to 40 hotels across Greece.   



 
 
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