Revenue tripled through Meta Ads. For the largest hotel chain in the Netherlands.
Skills
The challenge
Fletcher Hotels is the largest hotel chain in the Netherlands. Meta Ads was already an important channel, but the ambition was clear: more than double the budget while improving efficiency. More budget doesn’t automatically mean better results, especially not in a seasonal market.
- Double the budget without losing efficiency. Spending more is easy, achieving higher returns is not.
- Seasonal demand requires flexibility. From Christmas markets to Valentine’s Day: each period has its own dynamics.
- Creative fatigue in always-on campaigns. Ads lose effectiveness when they run too long.
- Internal competition between campaigns. Overlapping audiences unnecessarily increase CPC and CPM.
Our approach
We shifted from awareness to conversion, let the algorithm do more of the work, and consolidated campaigns that were competing with each other.
1. Conversion-focused campaign structure: The shift from awareness to conversion-driven campaigns was the most important strategic decision. Instead of optimizing for reach, we optimized for bookings. This changed everything from targeting to budget allocation.
✔️ From awareness to conversion focus
✔️ Structurally higher ROAS from August 2025
2. Advantage+ as a scaling engine: Meta’s algorithm finds conversions more efficiently than manual targeting. We increased the share of Advantage+ to 50–60% of the budget. The results proved it: more volume, lower costs, and better scalability compared to interest-based audiences.
✔️ 50–60% of budget allocated to Advantage+
✔️ Algorithm consistently outperforms manual targeting
3. Video-first creative strategy: Video combined with branding consistently delivered the best results. Static banners couldn’t compete with video performance. When ad fatigue occurred, we produced new variations of proven formats instead of creating entirely new concepts.
✔️ 47.8% increase in email subscribers
✔️ More efficient conversion structure
4. Campaign consolidation: Three overlapping campaigns (Lekker Weg, Last Minute, Weekendje Weg) were merged into one. After the learning phase, purchases increased by 59% with only a 6% increase in cost. Less internal competition, more results.
✔️ +59% purchases with only +6% cost after consolidation
✔️ Learning phase completed successfully, ROAS recovered
Results
-
Revenue growth
With a 135% increase in budget -
ROAS record month
+108% compared to last year -
Fletcher’s Deals
With only 20% more budget -
Incremental ROAS
Highest value ever measured
Future
The explosive growth from 2024 to 2025 will be hard to replicate. That’s why the focus is shifting to incremental revenue: what is the real impact of Meta on total performance? We are increasingly measuring which budget actually drives additional bookings, ensuring every decision is data-driven. With fresh video variations and further Advantage+ optimization, Fletcher continues to stay ahead.
