[Case study] The hidden difference between social engagement and booking intent impacting your revenue
Not all warm audiences are warm in the same way. Most Meta retargeting strategies lump website visitors, past guests, and social engagers into one bucket. But booking intent is not evenly distributed across those groups, and treating them the same means the messaging is wrong for at least one of them.
Across a set of boutique hotel clients, we split high intent audiences from social engagement audiences and gave each group creative that matched how they actually interact with the brand.
The interesting part was not just the revenue attributed to each audience. It was what happened to overall performance once the messaging finally fit the behavior.
