Brown Hotels Shines as Google Case Study with AI-Powered Advertising Success

Isla Brown Chania. Photo source: Brown Hotels

Brown Hotels gained the spotlight as an international case study at “Think with Google”, the official marketing portal of the platform, for using AI to double its income while reducing the average cost per booking

To enhance brand visibility for its new openings in Greece and boost bookings from emerging markets, the company employed innovative technological strategies and AI-powered advertising tools in collaboration with the digital marketing agency Relevance Digital.

“Our marketing and creative teams worked closely to analyze the data and characteristics of each market, along with the unique advantages of each hotel,” said Dimitra Arida, VP of Marketing for Greece at Brown Hotels.

Building brand awareness in new markets

Isla Brown Corinthia Hotel Greece. Photo source: Brown Hotels

Since 2020, Brown Hotels has opened twelve hotels in Athens and other Greek destinations, including Crete, Evia (Euboea), Corinth, and Corfu.

The expansion of this extensive network necessitated a rapid boost in brand awareness to reach new audiences and drive revenue growth. Accordingly, tailored content was created to reflect the unique features of each hotel and its target audience, and was promoted through AI-driven digital campaigns.

Using personalization as key advantage

Photo source: Brown Hotels

Later in the process, a survey was conducted among two distinct groups of potential customers: domestic and international travelers. Following the survey, guest profiles were developed for both Brown’s urban hotels in Athens and its beach resorts across Greece.

AI-driven campaigns enabled the analysis of both historical data and current trends. Each guest target group was matched with the most appealing hotel, utilizing multiple Google advertising channels within a single campaign. A diverse range of descriptions, titles, images, and videos were crafted to suit each visitor profile, supported by Google’s Performance Max for travel objectives.

The results of the campaign

By integrating a profiling strategy with Google AI’s capability to interpret search data, Brown Hotels achieved remarkable results in a short time. The campaign boosted direct bookings in Greece by 19 times and reduced the cost per booking by 55 percent.

“We designed and managed the campaigns with AI tools, successfully reaching our brand awareness goals and delivering the expected ROI,” Arida remarked.