Commercial · Agent 03 · Marketing Intelligence
Marketing Analysis DB
Campaign performance, source markets, social media, OTA visibility, and marketing ROI for Siam Paradise (248 keys · Asia/Bangkok · THB).
Date
Channel
Campaign
Market
Audience
Date Last 30 days · Channel All · Market All · Audience All
Marketing Spend
฿4.82M
▲ 6.4% vs LYBudget used 89% · vs last period
Blended Cost / Booking
฿3,754
▼ 4.4% vs LYTarget ฿520
Campaign Revenue
฿31.20M
▲ 8.1% vs LYContribution 74% of total
ROAS (blended)
6.5×
▲ 1.2% vs LYBest: Email 38× · Target 6×
Direct Share
18%
▲ 2.1% vs LYTarget 22% · Gap 4.0 pp
Review Score
4.6/5
▲ 2.2% vs LY8,162 reviews · sentiment ↑
Social Engagement
5.4%
▲ 1.8% vs LYBest: TikTok 8.4% · Follower +4.6%
OTA Visibility
#11
Bangkok rank · Content 89 · Rev 4.6
Marketing Spend · Bookings · Revenue — Monthly
Live with filters above. Watch the ROAS line — when it dips below 6× under stable spend, the channel mix needs review.
Top Source Markets
- #1India18%▲ +14.2%
- #2Thailand16%▲ +6.1%
- #3China11%▼ -8.4%
- #4GCC10%▲ +12.6%
- #5Singapore8%▲ +4.2%
- #6Malaysia7%→ +0.6%
- #7South Korea6%▲ +9.1%
- #8Japan5%▼ -3.8%
Channel · Cost per Booking vs Share
Channel · Revenue vs Conversion
Channel Performance
| Channel | Spend (฿M) | Bookings | Revenue (฿M) | CPB (฿) | ROAS | CVR | Status | Recommended action |
|---|---|---|---|---|---|---|---|---|
| Direct Web | 0.62 | 184 | 7.42 | 3,370 | 12× | 3.8% | Strong | Increase budget |
| Google Ads | 1.18 | 162 | 6.81 | 7,284 | 5.8× | 2.4% | Scale | Increase budget |
| Meta Ads | 0.74 | 98 | 3.92 | 7,551 | 5.3× | 1.9% | Watch | Improve creative |
| TikTok | 0.36 | 41 | 1.48 | 8,780 | 4.1× | 1.2% | Underperforming | Change audience |
| LINE | 0.18 | 62 | 2.18 | 2,903 | 12.1× | 4.1% | Strong | Test new offer |
| 0.08 | 76 | 3.04 | 1,053 | 38× | 6.2% | Strong | Increase budget | |
| Booking.com | 1.40 | 198 | 7.62 | 7,071 | 5.4× | 2.1% | Scale | Launch OTA promotion |
| Agoda | 0.92 | 142 | 5.18 | 6,479 | 5.6× | 1.8% | Watch | Improve landing page |
| Expedia | 0.54 | 78 | 3.22 | 6,923 | 6× | 1.6% | Watch | Reduce budget |
| Trip.com | 0.32 | 58 | 2.16 | 5,517 | 6.8× | 1.4% | Watch | Test new offer |
| KOL/Influencer | 0.48 | 28 | 1.12 | 17,143 | 2.3× | 0.9% | Underperforming | Pause campaign |
| Corporate | 0.22 | 46 | 1.92 | 4,783 | 8.7× | 5.4% | Strong | Push direct booking |
| MICE | 0.28 | 18 | 2.84 | 15,556 | 10.1× | 3.2% | Scale | Increase budget |
Active Campaigns
| Campaign | Channel | Market | Spend | Bookings | Revenue | CPB | ROAS | Status | AI recommendation |
|---|---|---|---|---|---|---|---|---|---|
| India wedding season | Meta + Google | India | 0.46 | 64 | 3.12 | 7,188 | 6.8× | Scaling | Lift budget +30%, add WhatsApp remarketing |
| GCC summer escape | Google + KOL | GCC | 0.38 | 52 | 2.84 | 7,308 | 7.5× | Active | Clone creative for Saudi audience |
| Direct rebooker | Email + LINE | Mixed | 0.08 | 76 | 3.04 | 1,053 | 38× | Scaling | Triple budget, clone to WhatsApp |
| China rebound | Trip.com + KOL | China | 0.42 | 24 | 0.92 | 17,500 | 2.2× | Underperforming | Pause until WeChat KOL CPM drops |
| Local staycation | Meta + LINE | Thailand | 0.22 | 86 | 2.18 | 2,558 | 9.9× | Active | Push Sun–Thu only, lift weekday occ |
| Songkran early bird | Direct + Email | Mixed | 0.12 | 41 | 1.62 | 2,927 | 13.5× | Completed | Capture re-targeting list for Q3 |
| MICE meeting package | LinkedIn + Sales | Mixed | 0.18 | 14 | 2.41 | 12,857 | 13.4× | Active | Add corporate landing page |
| Long-stay corp offer | LinkedIn + Email | Mixed | 0.14 | 22 | 1.84 | 6,364 | 13.1× | Active | Run paid LinkedIn InMail test |
| Family weekend package | Meta + TikTok | Thailand | 0.28 | 58 | 1.96 | 4,828 | 7× | Needs Review | Refresh creatives; tested CPM up 18% |
Source Market Intelligence · Top 12
| # | Market | Share | Bookings | Revenue ฿M | ABV ฿ | Growth |
|---|---|---|---|---|---|---|
| 1 | India | 18% | 286 | 12.4 | 4,330 | ▲ +14.2% |
| 2 | Thailand | 16% | 254 | 8.6 | 3,380 | ▲ +6.1% |
| 3 | China | 11% | 174 | 6.8 | 3,900 | ▼ -8.4% |
| 4 | GCC | 10% | 158 | 9.2 | 5,820 | ▲ +12.6% |
| 5 | Singapore | 8% | 126 | 4.9 | 3,890 | ▲ +4.2% |
| 6 | Malaysia | 7% | 112 | 3.9 | 3,480 | → +0.6% |
| 7 | South Korea | 6% | 94 | 3.4 | 3,620 | ▲ +9.1% |
| 8 | Japan | 5% | 82 | 3.1 | 3,780 | ▼ -3.8% |
| 9 | Australia | 5% | 76 | 3.2 | 4,210 | ▲ +5.4% |
| 10 | United Kingdom | 5% | 74 | 3.0 | 4,050 | → +1.2% |
| 11 | United States | 5% | 68 | 2.9 | 4,260 | ▲ +7.2% |
| 12 | Europe | 4% | 62 | 2.5 | 4,030 | → +1.8% |
Recommended campaign action by market
- IndiaMeta + GoogleScale wedding-season ads
- ThailandDirect + LINEPush mid-week staycation
- ChinaTrip.com + WeChatActivate KOL on Xiaohongshu
- GCCGoogle + KOLBundle airport transfer + spa
- SingaporeDirect + MetaWeekend rebooker email
- MalaysiaAgoda + MetaImprove Agoda content
- South KoreaNaver + KOLTest K-Beauty wellness pkg
- JapanRakuten + MetaRefresh JP-language site
Social Media Performance
Total Followers
180.5k
▲ 4.6% vs LY+8.1k last 30d
Best Platform
TikTok
▲ 12.4% vs LYReach 482k · Eng 8.4%
Best Content
Short video
Reels + TikTok dominate
Social Bookings
327
▲ 9.2% vs LYDirect attribution
| Platform | Followers | Growth | Reach | Eng % | Clicks | Leads | Bookings | CPL ฿ | Best content | Recommended action |
|---|---|---|---|---|---|---|---|---|---|---|
| 48.2k | +4.2% | 312k | 5.8% | 4,820 | 412 | 96 | 84 | Short video | Scale Reels with KOL | |
| 62.8k | +0.8% | 248k | 2.1% | 2,640 | 286 | 72 | 96 | Room offer | Improve creative | |
| TikTok | 18.4k | +12.4% | 482k | 8.4% | 6,210 | 248 | 41 | 142 | Influencer content | Convert reach to booking |
| LINE | 24.6k | +6.8% | 98k | 9.2% | 3,120 | 348 | 84 | 56 | Staycation | Test new offer |
| YouTube | 8.9k | +1.4% | 124k | 3.1% | 1,180 | 62 | 18 | 188 | Wellness | Test ShortS format |
| X | 11.2k | -1.2% | 62k | 1.4% | 410 | 18 | 4 | 224 | Guest review post | Reduce spend |
| 6.4k | +5.6% | 42k | 4.2% | 820 | 74 | 12 | 168 | MICE package | Scale corporate angle |
Neopetal AI InsightTikTok reach is up 12% but conversion lags — pair top 3 viral Reels with a "book via LINE" CTA to convert reach into rooms. LinkedIn growing in MICE segment — launch sponsored InMail for corporate buyers Aug 1.
OTA Marketing & Reputation
| Platform | Bookings | Revenue ฿M | Review | Vol | Ranking | Content | Promo | Marketing issue | Recommended action |
|---|---|---|---|---|---|---|---|---|---|
| Booking.com | 198 | 7.62 | 8.9 | 1842 | #8 / 542 | 96 | Genius +10% | Image set 14 months old | Improve OTA images |
| Agoda | 142 | 5.18 | 8.6 | 1248 | #11 / 542 | 92 | Insider 12% | Description missing MICE | Rewrite OTA description |
| Expedia | 78 | 3.22 | 4.4 | 482 | #18 / 542 | 88 | Member 8% | Family package not visible | Improve family package visibility |
| Trip.com | 58 | 2.16 | 4.6 | 386 | #14 / 542 | 84 | Hot Deal 15% | Chinese content score 78 | Launch OTA promotion |
| Traveloka | 24 | 0.86 | 8.2 | 214 | #22 / 542 | 78 | None | No active promo SEA market | Launch OTA promotion |
| Google Hotel Ads | 62 | 2.48 | 4.6 | 864 | Pos 3 (paid) | 90 | Property promo | CPC up 14% | Highlight direct booking benefit |
| Tripadvisor | 18 | 0.74 | 4.5 | 1284 | #12 / 542 | 86 | Sponsored listing | Recent 2-star noise complaint | Respond to reviews |
| Google Reviews | — | — | 4.6 | 2842 | — | — | — | 84 unanswered reviews 30d | Respond to reviews |
This section tracks marketing & reputation only — pricing & competitive intelligence lives on the OTA & Competitive Live Analysis page.
Reviews & Reputation Snapshot
Average review score
4.6/5
8,162 reviews · sentiment +8 pp
Positive82%
Neutral11%
Negative7%
Top positive themes
- Location92%
- Staff88%
- Pool81%
- Room comfort78%
- Breakfast71%
- Family friendly68%
- MICE facilities62%
Top complaint themes
- Check-in28%
- Breakfast queue22%
- Noise18%
- Maintenance14%
- Price12%
- Cleanliness9%
Platforms · response needed
- Google Reviews4.6284284 open
- Tripadvisor4.5128412 open
- Booking.com8.9184222 open
- Agoda8.6124818 open
- Expedia4.448228 open
- Facebook4.74649 open
Marketing Report Generator
Each report includes executive summary, best/worst campaigns, channel and source-market performance, social and OTA insights, and recommended next actions.
AI Marketing Intelligence
Triple Direct Rebooker budget
High- What happened
- Email + LINE rebooker delivered 38× ROAS on THB 80k spend.
- Why it matters
- Direct share gap is -4 pp vs target; rebooker has the highest CVR of any channel.
- Suggested action
- Lift budget to THB 240k, clone creative into WhatsApp for GCC + India.
Bookings
+86
Revenue
+THB 2.1M
Confidence
92%
Owner: Marketing Lead Suggested
Pause China KOL rebound campaign
Critical- What happened
- China rebound at 2.2× ROAS vs 6× target; spend THB 420k MTD.
- Why it matters
- WeChat KOL CPM up 31% with Trip.com pickup -14%.
- Suggested action
- Pause campaign for 4 weeks; reactivate when Xiaohongshu CPM normalises.
Bookings
-24
Revenue
+THB 380k (saved)
Confidence
88%
Owner: Commercial Dir Suggested
Respond to 84 Google Reviews backlog
High- What happened
- 84 unanswered reviews on Google last 30 days; ranking dropped 2 spots.
- Why it matters
- Google Hotel Ads CPC up 14% — response rate is a known ranking signal.
- Suggested action
- Assign Front Office Manager + auto-suggest replies via AI Content Studio.
Bookings
+24
Revenue
+THB 480k
Confidence
84%
Owner: FO Manager Suggested
Quick Actions
Thai contextSource-market mix has flipped: India is now #1 (18%), overtaking China since visa-free impact tapered. Plan Q3 around Indian wedding season (Jul–Sep) and Diwali festive packages. China rebound campaign is leaking budget — pause until Xiaohongshu KOL CPM normalises. Google Reviews response rate is now affecting ranking — clear the 84-review backlog this week.