Monumenti ***** Heritage Hotel&Resort
Direct Booking Dominance in Its First Season
INDUSTRY: Veterinary Services
Partnership
Monumenti ***** Heritage Hotel&Resort is a 5-star heritage hotel and resort, offering a distinctive combination of historical legacy, contemporary luxury, and premium guest experience. As a newly launched property with a completely new website and digital acquisition infrastructure, Monumenti ***** Heritage Hotel&Resort entered the market with strong ambitions to position itself as a leading luxury destination while maximizing direct booking revenue.
Blueprint partnered with Monumenti ***** Heritage Hotel&Resort during the active season — a critical and demanding period that required immediate performance impact without the benefit of historical campaign data or prior algorithmic learning.
From the outset, the collaboration between Blueprint and Monumenti ***** Heritage Hotel&Resort’s internal team was exceptional. Fast decision-making, strong alignment, and seamless cooperation enabled rapid deployment of campaigns, creative assets, and optimization strategies, ensuring immediate and measurable business impact.
Goals and Challenges
The primary objective was to build a profitable, scalable direct booking acquisition system from the ground up — during the active season — while simultaneously reducing reliance on OTA platforms.
Key objectives included:
→ Establish profitable acquisition channels across Meta and Google Ads
→ Maximize direct bookings and reduce OTA dependency
→ Achieve strong profitability despite mid-season launch conditions
→ Drive high engagement and conversion rates through premium creative execution
→ Build a sustainable performance marketing foundation for future growth
Launching performance campaigns mid-season without historical data presented a significant challenge. Immediate results required precise execution, high-quality creative production, and continuous optimization from day one.
Solution and Approach
Blueprint implemented a conversion-first performance marketing system designed to generate immediate revenue while establishing long-term scalability.
Performance Marketing Infrastructure
Blueprint deployed and optimized acquisition campaigns across Meta and Google Ads, capturing both existing high-intent demand and generating new demand among qualified audiences.
Campaign strategy focused on:
- High-intent Google Search campaigns targeting transactional booking keywords
- Conversion-focused Meta campaign architecture designed to maximize booking volume
- Real-time budget allocation based on performance signals
- Continuous performance optimization to maximize ROAS and profitability
This ensured efficient demand capture and immediate revenue generation.
Creative Strategy & Execution
Blueprint insisted on high-quality creative production aligned with Monumenti ***** Heritage Hotel&Resort’s 5-star heritage positioning, recognizing creative excellence as a key driver of performance success.
Key initiatives included:
- Development of premium visual creatives highlighting the property’s unique heritage and luxury experience
- Conversion-focused messaging aligned with traveler motivations
- Continuous creative testing and optimization cycles
- Strong alignment between advertising creatives, offers, and website experience
This approach significantly improved engagement, click-through rates, and conversion performance.
Direct Booking Optimization Strategy
A core strategic priority was establishing direct bookings as the dominant revenue channel from the very first season.
This was achieved through:
- Precise targeting of high-intent traveler segments
- Conversion-optimized campaign structures across Meta and Google
- Alignment between performance campaigns and on-site booking experience
- Continuous data-driven optimization to maximize booking volume and profitability
This enabled Monumenti ***** Heritage Hotel&Resort to successfully compete with and outperform OTA channels immediately.
Outcome
Despite launching mid-season with a completely new website and no historical performance data, Monumenti ***** Heritage Hotel&Resort achieved exceptional performance results.
Key outcomes included:
54%
share of total bookings generated through direct website channels in the first season
37.5%
Profitability above the initial target
ROAS of 11x
across Meta and Google Ads
CTR of 11.74%
significantly exceeding hospitality industry benchmarks
Immediate establishment of a scalable, profitable acquisition system
Successful reduction of reliance on OTA platforms
Most importantly, Monumenti ***** Heritage Hotel&Resort successfully established direct bookings as its primary acquisition channel from the very first season — significantly improving revenue control, profitability, and long-term commercial sustainability.
“Blueprint’s strategic approach and insistence on creative excellence enabled us to achieve outstanding results already in our first season. Most importantly, we established direct bookings as a dominant revenue channel from the start. Their expertise and performance-driven mindset made them a valuable strategic partner.”
Nevena Zupčić
Head of Sales
Monumenti ***** Heritage Hotel&Resort
Next Steps
With a highly profitable and proven performance acquisition system in place, the focus for the upcoming period is on strengthening Monumenti ***** Heritage Hotel&Resort’s long-term organic visibility and digital growth foundations.
While maintaining the winning performance marketing formula, Blueprint has introduced advanced initiatives including:
- Comprehensive SEO strategy to improve organic search rankings
- AEO (Answer Engine Optimization) to ensure visibility across AI-driven search platforms
- Strategic copywriting enhancements across key website pages
- Technical and structural website optimization to improve discoverability and conversion efficiency
- Optimization for AI-powered discovery channels and next-generation search behavior
This integrated approach will further strengthen Monumenti ***** Heritage Hotel&Resort’s direct acquisition ecosystem, improve long-term cost efficiency, and ensure sustained growth in direct bookings and profitability.
Ulica Nikole Škrlca 33a
10000 ZAGREB, Croatia
OIB 91967242018
blueprint.hr
