Hyatt
Pinterest helps Hyatt reach new kinds of travelers
People travel down the funnel with Hyatt's Pinterest campaign
One of the best parts of traveling to a new city is experiencing new culture. But what if that experience started right when you walked into your hotel?
Hyatt’s Thompson Hotels brand reflects the culture of a given city, immersing guests into the destination. Their “Culture Lives Here” program, launched in 2021, brings local creators and installations right into Thompson Hotels. Guests can feel the pulse of the destination and even interact with local talent and vendors.
Thanks to previous campaigns on Pinterest, the team knew they’d find avid travelers on the platform. So they dreamed up inspirational ads to introduce Thompson Hotels through a campaign driving awareness and consideration for Thompson’s hotels.
2x
higher clickthrough rate with a multi-objective strategy1
51%
lower cost per click with a multi-objective strategy1
From discovery to destination
To broaden their audience, Thompson Hotels activated trending keywords in travel and travel-adjacent categories like art, photography and interior design. The additional, adjacent keywords helped them reach more people who might be interested in upcoming travel.
Thompson Hotels launched with a multi-objective campaign in two phases to maximize results. In stage one, they ran an awareness campaign to prospect people who might be interested in a lifestyle hotel brand. Their ads celebrated the Thompson Hotels brand, showing how Thompson properties highlight local culture through food, design and other amenities. Creative showed guests in social hotel scenes such as cocktail lounges and art galleries.
In stage two, they ran awareness and consideration campaigns simultaneously. The awareness campaign retargeted people who engaged with the first round of Pins, deepening their connections to the Thompson brand. The consideration campaign also helped enhance prospecting, with eye-catching videos about Thompson properties. This two phase, multi-objective approach nudged people to consider Thompson Hotels for future trips.
“
With Thompson Hotels' rich, creative imagery and Pinterest's strong travel audience, we knew the platform would be an effective awareness-driver. Once given the opportunity to utilize a multi-objective campaign, we were excited to see that we both generated awareness and helped drive potential guests down the marketing funnel.”
Madison Bowes
Digital Marketing Manager, Hyatt Hotels Corporation
Success checks in
Thompson Hotels saw their ads gaining 2.3x more clicks when awareness and consideration were run at the same time vs. awareness alone.1 This boost in Pin engagement increased their ad clickthrough rate by 2x in the consideration stage.1 And when they ran both stages simultaneously, the cost-per-click was 51% lower than it was when just the awareness stage were run.1
Hyatt successfully inspired their Pinterest audience to consider staying at a Thompson Hotel on their next trip to experience the city’s culture. Hyatt looks forward to testing other multi-objective strategies to see how they can move more travelers down the funnel.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
When running a multi-objective campaign, use different ad creative for each stage of the funnel, meeting your audience where they are in their purchase or decision journey.
Leaning into adjacent interest categories can help you reach new audiences.
Retargeting the same audiences further down the funnel can increase their chances of converting, at a lower cost-per-click.