Red Roof Inn: Turning flight cancellations into customers

This case study describes how Red Roof Inn, the economy hotel chain, used mobile search technology to match stranded US air travellers with nearby available accommodation, outsmarting its bigger-budget rivals.

Red Roof Inn: Flight cancellation coup

Campaign details

Advertiser: Red Roof InnAgency: 360iCategory: Mobile Search Region: North America

Strategy

Red Roof Inn relies on search to drive more than half of its digital bookings - but as of late, the engines have become a daunting place for the brand, which operates on a fraction of the media budget of its deep-pocketed rivals. The fight for real estate is compounded by the proliferation of online travel aggregators (Orbitz, Kayak and the like) that often dominate both paid and natural results, as well as the...

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