BACKGROUND

Accor Hotels, one of the world’s largest hotel groups operating 13

high profile brands across 80 countries, began working with

Kenshoo in April 2011 to optimise and manage paid search

campaigns worldwide using the Kenshoo Suite.

CHALLENGE

Accor’s search team had previously been using tracking software

that was only able to record the media channel that led directly to

a conversion i.e. last click data. What it failed to shed light on was

the journey that led up to the customer making a booking, or any

element of cross-site conversion. For instance, if a potential

customer was led to the company’s umbrella site by a paid search

ad but eventually made a booking through the individual site of

one of Accor’s sub-brands, the sale was attributed to direct entry

rather than paid search or other media.

Relying on this data, the team distributed its online marketing

budget only across the channels that delivered direct results,

discounting the potential return from paid search.

SOLUTION

Through Kenshoo, tracking was enabled across all 13 brand

websites in order to simultaneously capture attributions alongside

the existing tracking software.

This new approach allowed the Accor team to track each user’s

journey from start to finish: from clicking on a paid search ad,

through other channels such as display advertisements and email

marketing campaigns, eventually leading to a booking.

As a result, the search team was able to garner valuable insight into

the relationships between channels in leading to conversions, as

well as cross-site conversions between Accor’s brand websites. The

team applied Kenshoo’s U-shaped keyword attribution model –

which attributes greater value to the first and last click in the

conversion path - enabling them to calculate the real value of each

keyword within the search journey.

This allowed the team to optimise their campaigns, increasing bids

on keywords and campaigns that heavily impacted the final

conversion – even if they were not the last click prior to booking.

EN-EMEA-02-0001 © 2015 Kenshoo Ltd.

Accor Hotels Increases Revenue by 82% with Kenshoo Advanced tracking, reporting, and attribution tools lead to improved optimisation and conversions

CASE STUDY

RESULTS

The insight into conversion attribution provided by Kenshoo allowed the Accor team to significantly improve the optimisation of campaigns

across all online advertising through a deeper understanding of how channels impact upon each other.

Comparing revenues year-on-year demonstrates the tremendous success of the campaign. Through Kenshoo, the Accor search team achieved:

82% increase in revenues while the budget had been increased by only 36%

59% increase in bookings from generic keywords and 33% increase from brand terms

14% increase in revenues across all other channels including email marketing, SEO, affiliate, display advertising and direct access

As a result, search engine management was involved directly in the generation of €30m in revenue. This allowed the team to justify greater

spend on paid search, leading to ever-higher rates of conversion.

TESTIMONIAL

“Kenshoo has empowered Accor to break-through the question of attribution and understand how one channel could be impacting the other

channels. This is helping us to implement integrated strategies across all online channels and reach our incremental sales targets. We look

forward to doing even more innovative work with Kenshoo in the future.”

- Dan Morgan, Head of SEM Accor Hotels

Phenomenal Results

EN-EMEA-02-0001 © 2015 Kenshoo Ltd.

Kenshoo is a trademark of Kenshoo (Ltd.) Other company logos and brand names may be trademarks of their respective owners.

CASE STUDY