FairmontQuasarIstanbul×VisionAgency
For one of the city's landmark hotels we managed room demand through the calendar: by moving budget into low-occupancy weeks we collected 487 booking enquiries, with cost per click held at €0.044.
About the brand
Fairmont Quasar Istanbul is an upper-segment hotel in the city centre. Its main revenue comes from room sales, and demand shifts constantly between corporate guests on weekdays and city-break stays at the weekend. The advertising side was not following that swing.
The budget was spread across twelve months at the same daily amount. Since spend stayed identical whether occupancy was high or low, the ads competed unnecessarily in full weeks and created no pressure in the empty ones. Stay dates were used neither in the creative nor in the targeting.
Why they chose us
What the hotel asked of Vision Agency was clear: see the low-occupancy weeks in advance, move the advertising pressure there, and route demand to the hotel's own booking channel instead of intermediary platforms. Creative production would follow the same calendar, so each week could carry its own stay offer.
- Budget would be shifted into low-occupancy weeks in advance.
- Demand would be routed to the hotel's own booking channel.
- Qualified enquiry volume would hold up in off-season months too.
The challenges we faced
The difficulty was not creating demand but steering existing demand into the right week and the hotel's own channel; four issues stood in the way.
Demand Swung With the Season
Between April and October demand arrived on its own, while January and February dropped noticeably. Because the fixed daily budget stayed the same in both periods, most of the spend went into weeks that were already full.
Demand Drifted to Intermediaries
Part of the users who saw an ad searched for the hotel name and completed the booking on an intermediary platform. The advertising cost stayed with the hotel while the commission left it, and nothing measured that loss.
One Audience, One Message
Campaigns went out to the whole of Türkiye with a single audience. A user looking for a weekend stay in the city and a guest arriving from abroad saw the same generic message.
Creatives Ignored the Calendar
The visuals carried no date, no number of nights and no package information. When a user clicked, a general hotel page opened and they left without knowing what was offered for which date.
4-phase structure
We started from the calendar: first a budget plan built on occupancy data, then audience separation, a date-based creative rotation, and finally writing the booking result back into the calendar.
Budget Follows the Calendar
We turned the hotel's occupancy forecast into a monthly budget plan. In weeks with low expected occupancy we doubled the daily budget and pulled it back in full weeks; total spend did not change, its distribution did.
We Separated the Audiences
In-city weekend stays, other domestic cities and the Gulf market were split into three separate campaigns. Each audience spoke in its own language with its own offer; the budget split was updated on weekly results.
Date-Based Creative
The stay date and the number of nights were written directly into the creatives. Users who opened the form without finishing it were retargeted with the same date offer, and demand was routed to the hotel's own booking page.
We Wrote the Booking Result Back Into the Calendar
Every month we placed the hotel's own booking records next to the advertising report: which week, which audience and which date offer actually turned into a stay. That comparison set the next month's budget plan, so the occupancy forecast stopped being an estimate and became a plan built on measured results.
What we achieved together
The campaign period delivered 3.6 million impressions, a 1.3% click-through rate and 23,740 clicks. Spend of €1,036 collected 487 booking enquiries; cost per lead came to €2.13 and cost per click to €0.044. A third arrived off-season.
Total Leads
487
campaign period
Impressions
1.8M
Cost per Click
€0.044
Click-through Rate
%1,3
Cost per Lead
€2.13
below target
Ad Spend
€1,036
allocated by calendar
The Campaign Side
- Budget was redistributed weekly across the three audiences.
- In off-season weeks the daily budget was doubled.
- Total ad spend stayed at the €1,036 level.
- Retargeting produced roughly a quarter of the enquiries.
What We Learned
- The same budget brings more demand when placed in the right week.
- Writing the date into the creative turns clicks into booking enquiries.
- The Gulf market delivers a lower cost in its own campaign.
- Without occupancy data a budget plan rests on guesswork.
In hotel advertising the lever is not the size of the budget but the week it lands in; a calendar-aware campaign produces more from the same money.