Digital Minds has been a key partner for Qantas Hotels since 2012, collaborating closely to build the brand, enhance market share, and revamp digital marketing strategies. Neil Sutton, Qantas Hotels’ Digital Marketing Manager, commends Digital Minds’ proactive approach and strong expertise in performance marketing, allowing for significant scalability while maintaining a targeted focus on relevance and ROI.
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Operating in the fiercely competitive online travel sector, Qantas Hotels faced challenges associated with low margins, numerous low-cost competitors, and constant shifts in customer preferences.
To ensure success in a highly competitive market, Qantas Hotels needed a digital marketing strategy which would consider and bring together an approach to successfully build the brand and establish preference alongside effective customer acquisition in this dynamic and demanding market.
In response to the challenges presented by Qantas Hotels, Digital Minds Group devised and implemented a robust, multi-dimensional strategy aimed to successfully build the brand and establish preference:
Digital Minds brought a deep understanding of the technical aspects of performance marketing, enabling Qantas Hotels to rapidly scale digital marketing activities while maintaining a focused approach on relevance and ROI.
Recognising the dynamic nature of the market, Digital Minds prioritised agility, allowing Qantas Hotels to quickly adapt to changing variables, capitalise on market opportunities, and explore new business areas while meeting aggressive ROI and volume targets.
In the intricate hotels industry, attention to detail was crucial. Digital Minds ensured accuracy in communication, considering factors such as commission rates, prices, seasonal fluctuations, promotions, and channel variations to maintain consistency and customer satisfaction.
Digital Minds’ proactive and innovative approach, pushing the envelope in techniques and processes, played a pivotal role. Despite being a relatively small team, their focus on tangible results and exploration of unique strategies contributed significantly to the partnership’s success.
Key Successes Achieved:
• Secured one millionth hotel customer.
• Expanded domestic and international hotel inventory.
• Launched strategic meta-search and display channels.
• Developed a unique attribution model for accurate booking attribution.
• Successfully launched Qantas Luxury Hotels product.
• Achieved sustained double-digit year-over-year growth.
• Implemented cross-device attribution and targeting in search marketing.
• Designed a transparent process for channel attribution in the internal booking manager system.
The collaboration with Digital Minds resulted in improvements related to scale, accuracy, relevance, and ROI. Complete transparency in performance by channel empowered Qantas Hotels to confidently integrate paid marketing channels into their growth plan and forecasting.
