ROBINSON goes off the beaten path to reach new guests and grow travel revenue by 27%

ROBINSON creates holidays and vacations shaped around shared moments with resorts designed for movement, rest, and everything in between.

In the travel industry, relying on retargeting alone can limit reach. For ROBINSON, campaigns repeatedly targeted the same high-intent travelers, leaving less room to connect with people who hadn’t engaged with the brand before. To keep bookings moving, the company needed a way to expand reach without driving up costs or duplicating efforts.

Together with agency partner hurra.com and the Microsoft Advertising team, ROBINSON set out to attract more first-time guests, broaden demand, and use media investment more intentionally to avoid showing the same ads to the same users again.

The team focused on how different formats worked together across the funnel. Their approach included...

• Prospecting with Audience ads, dynamic remarketing, and upper-funnel formats: Campaigns combined Audience ads prospecting and new formats, including Premium Streaming (CTV/OTT). These strategies allowed ROBINSON to reach new travelers, build interest, and capture bookings without relying on a single channel.
• Content diversity across formats and placements: The team tested a range of creative, including static visuals, video assets, headline variations, and multiple landing pages. This variety helped tailor messaging to different audiences and moments of interest.
• Targeting based on real in-market signals and intent: Campaigns were built using Microsoft in-market audiences, keeping reach focused on travelers already considering a holiday while still expanding beyond existing audiences.
• Real-time optimization through close collaboration: Performance was reviewed and refined through weekly strategy meetings between hurra.com and Microsoft Advertising account strategists, with the team able to quickly adjust budgets, formats, and targeting as results came in.

This setup ensured prospecting with Audience ads and remarketing worked in tandem, turning new interest into bookings without unnecessary overlap. Video ran alongside these tactics as its own format, adding incremental reach without interrupting the core journey.

By planning campaigns across the full funnel, ROBINSON achieved 27% year-over-year revenue growth, with broader reach contributing directly to results. The share of new customers increased by 113%, bringing more first-time guests into the booking mix and reducing repeated exposure to the same audiences.

Booking value rose alongside volume. Average order value increased 42% year-over-year, reflecting stronger engagement from newly reached travelers. Average order value was also 8% higher versus a comparison channel, consistent with stronger booking value.

Finally, compared with remarketing efforts on other platforms, the campaign delivered a 64% lift in return on ad spend (ROAS).