Client: Anamala Homestays (Thiruvilwamala, Thrissur District, Kerala)

Industry: Hospitality & Heritage Tourism

Execution Partner: Honeycomb Creative Support

Services: Performance Marketing, Paid Social Advertising (Meta Ads), Ad Creative Production

Project Type: Meta Performance Marketing & Footfall Campaign

Campaign Period: March – May 2026 (Initiated third week of March 2026)

Executive Summary

Anamala Homestays, located in Thiruvilwamala, Kerala, sought to maximize footfall, website traffic, and revenue during its peak summer season (February – May). Facing low initial brand and destination awareness in surrounding regions, the brand partnered with Honeycomb Creative Support to execute a structured Meta advertising campaign starting in the third week of March 2026.

By segmenting audiences into tight geographic radii and deploying tailored creative variations (videos, statics, and carousels), the campaign drove direct footfall and measurable revenue growth. During the primary March–May summer campaign window, the account generated 2,036 leads while lowering acquisition costs by 9%, driving a 32% year-on-year increase in total summer revenue.

The Challenge

Despite offering rich cultural experiences and family getaway packages, the property faced specific performance marketing barriers entering the 2026 peak season:

• Low Location & Brand Awareness: Neither the property (Anamala) nor its town (Thiruvilwamala) possessed established mindshare among nearby urban travelers.
• Audience Segmentation: The campaign needed to capture two distinct customer segments—short-distance day visitors and multi-day weekend staycationers—without diluting ad messaging.
• Creative Fatigue: Scaling ad reach rapidly across regional markets required a varied creative mix to maintain high engagement and low click costs over time.

Strategy & Campaign Architecture

Honeycomb structured the Meta ad account around geographic proximity and target audience intent, launching in mid-March 2026:

• Audience Radius & Offer Segmentation:
  
  • Adset 1 (Day-Trip Visitors): Targeted a 50 km radius around Thiruvilwamala to capture high-intent audiences for one-day getaway packages.
  • Adset 2 (Weekend & Family Groups): Targeted an 80 km radius to reach families and larger groups planning weekend trips.
• Standardized Creative Mix:
  
  • Every adset maintained a standardized creative inventory comprising 3 videos, 1 static image, and 1 carousel.
  • Creatives highlighted property features including the swimming pool, indoor games, children’s park, toy train, and family veg dining packages starting from ₹599.
• Campaign Objective: Focused on building regional awareness, driving traffic, and generating qualified leads to convert online engagement into direct property footfall.

Performance Highlights (Peak Summer Campaign: March – May 2026)

Results & Campaign Impact

• Lead Volume Scale: By optimizing ad delivery across April and May, monthly lead generation scaled significantly, achieving an overall 163% lead volume increase year-on-year.
• Acquisition Efficiency: Scaling the monthly campaign budget resulted in improved efficiency, with average Cost per Lead (CPL) dropping by 9% over the course of the summer push.
• Click-Through Demand: The creative mix generated over 14,600 high-intent link clicks across the peak 3-month window, maintaining stable engagement rates as ad spend increased.
• Revenue & Footfall Conversion: Increased regional Meta visibility directly converted online interest into physical property visits, driving a 32% year-on-year increase in total summer revenue across rooms, dining, and activities.
• Verified Impact: Internal sales data confirmed a direct increase in property footfall corresponding with the scaling of ads from late March onward.

Conclusion & Impact

By aligning geographic audience radii with structured video, static, and carousel ad sets, the Meta performance campaign built regional awareness for Anamala Homestays. The strategy expanded lead volume, improved cost efficiency, and directly contributed to a 32% year-on-year growth in peak seasonal revenue.