The Victoria Station Hotel is part of the 4C Hotels Group. This group started as a family business founded in the 1980’s. With over 15 Properties and thousands of rooms all across UK, Comfort Inn is now a fast-paced established brand, holding a deep value for its customers.


Increase in Direct
Conversion Rate


Difficulties in Minimizing distribution costs.
Internal hurdles while Maximizing direct bookings.
Increasing yield and customer conversions.


Run campaigns on Google.com and Google Maps on desktops and smartphones.
Optimized using Cost-Per-Click model.
Launch and use Google Hotel Ads.


78.15% New Users on site.
Net Return on Ad Spend – 841.5%.
22.32% Increase in bookings via Hotel Ads.
ROI percentage 1,207%.

Our experience with Hotel Ads has been very positive – great ratios, great yield. They are a key component to reducing our distribution costs.

Shaikh Javed, Hotel Manager, Victoria Station Hotel

Travellers are using search engines more than ever before

Today’s internet users have more research and booking opportunities than ever. Naturally, having so many travel sites to compare rates and reviews with, they expect all information to be one click away.

Google Hotel Ads, GHA, make it easy for all travellers to find a hotel. They appear on all Google properties where travellers may search for a hotel, including Search, Maps, and Google+, and on all devices. Once they select a hotel or property, they can proceed directly to the advertiser’s official website or link to complete their booking.


Exceeding expectations, Victoria Station Hotel increased 6.5% of their conversion rate using Hotel Ads. They also remained successful in getting an 841.5% return on ad spend. A healthy 22.32% increase in bookings was also noticed.

The percentage increase in new website visitors was 78.15%. What’s even better is the fact that Hotel Ads deliver up to 67% lower cost of sales than comparable distribution channels.

Final Word

In the near future, Victoria Station Hotel is planning to increase their direct bookings using Ads. The management is hopeful to use Google Hotel Ads as a channel that will generate direct guests and retain them by transforming them into repeat customers.

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