Rising volumes and profits: My Luxoria’s journey

Market and internal data analysis represent the foundation of our goals achieving strategy with both My Luxoria and Rent Luxury Villas Croatia.

We analyze the market by using various data sources available to us: search trends, flight availability, Tourist Board data, Google’s Travel Analytics Center data… This data, combined with client’s feedback on availability, type of inquiries coming their way and the quality of those leads, gives us the basis for planning our advertising activities and budgets.

We then segment the client’s portfolio based on rental price and luxury level. This helps us adjust target CPA accordingly, since we allow different levels per segment, as well as achieve better targeting per segment, taking into account that different price points attract different guests.

Being well aware that search campaigns, which are our primary campaign type with this client, have their limitations, we always try to test and expand our activities, both to other campaign types (e.g. Performance Max) and channels. Starting this year, we’ve included Meta into our pool of activities, primarily focusing on the consideration stage of the funnel there.

Through conversion value adjustment for the inquiries that become real bookings, we signal our advertising platforms which leads were actually qualified and thus enhance targeting in the long run. In order to do this, we’ve developed a system with the client, through which they regularly inform us of the success rate and income of the inquiries they receive. Thanks to that, in using conversion value adjustment we can help the client bring down the volume of poor quality inquiries to a minimum and maximize their income from the good ones. At the same time, we’ve used the data provided by the client to group our target markets into logical segments. This resulted in two benefits: the campaigns were better optimized and the conversion volumes went up.

Making sure both My Luxoria and Rent Luxury Villas Croatia achieve their goals was a separate challenge. Being well aware that a certain level of overlap will occur, as both offer the same type of service, we kept a close eye on both, making sure the overlap does not become too extensive. At the same time, by aiming towards similar or same keywords, we’ve managed to bring out the maximum potential out of those terms, taking into account the levels of investment and revenue of both websites combined. By having quite different UX and design, the websites naturally, over time, found their audience and the machine learning got a hang of the right target for each.

We also like to explore “non-traditional” markets, which over time made us aware of some locations with good potential, such as the Arabian Peninsula. These locations may not have the volume of guests we see at our more traditional markets, but the guests acquired there come with hefty budgets, quite conveniently for the luxury rental market. Of course, we make sure not to go too far in our explorations, as certain locations could overwhelm us with low quality inquiries and thus harm our campaigns.

Keeping our eyes open in the lookout for new markets and segments, regular conversion value adjustments and smart market segmentation and clustering are the long term strategy we have to ensure the client’s success.