Prepared for: Grand Hotel Kempinski Riga Author: Manus AI Date: 2026-02-11

This document outlines a comprehensive, full-funnel Meta Ads strategy for the Grand Hotel Kempinski Riga, designed to increase direct bookings for its ultra-luxury accommodations and 5-star spa services. The strategy is optimized for Meta Advantage+ best practices and tailored to the specific market dynamics of Riga, Latvia. By leveraging a multi-layered campaign structure, precise audience targeting, and high-impact creative, this plan aims to achieve a significant return on ad spend (ROAS) and solidify the hotel's position as the premier luxury destination in the region.

The Grand Hotel Kempinski Riga website effectively communicates its brand pillars of "Authentic Latvian Luxury." The digital presence exudes sophistication and elegance, highlighting the property's unique historical significance as a landmark building from 1897. Key differentiators such as the Stage 22 rooftop bar, the exclusive Kempinski The Spa, and the personalized "Lady in Red" guest service are prominently featured, reinforcing the hotel's ultra-luxury market positioning. The brand voice is refined and aspirational, appealing to a discerning clientele that values heritage, quality, and impeccable service. For the Riga market, this positions the hotel as the undisputed leader in the 5-star category, attracting both high-net-worth international visitors and affluent locals seeking premium experiences.

To maximize conversions and build a sustainable customer acquisition engine, we will implement a three-tiered, full-funnel campaign structure targeting users at every stage of their decision-making journey.

Top of Funnel (TOFU): Awareness & Reach

• Objective: Brand Awareness, Reach
• Campaign Type: Advantage+ Audience Campaign
• Targeting: Broad audience targeting (see Buyer Personas section) to introduce the Grand Hotel Kempinski Riga to a wide, yet relevant, audience of potential luxury travelers and locals.
• Ad Formats: Video ads showcasing the hotel's ambiance, stunning architecture, and unique amenities (e.g., rooftop bar, spa). High-quality lifestyle imagery will also be used.
• Key Metric: Cost Per 1,000 Impressions (CPM), Reach, Ad Recall Lift.

Middle of Funnel (MOFU): Consideration & Engagement

• Objective: Traffic, Engagement, Lead Generation
• Campaign Type: Advantage+ Retargeting Campaign
• Targeting: Custom audiences of users who have previously interacted with the brand, including:
  • Website visitors (past 30-60 days)
  • Facebook/Instagram page engagers
  • Video viewers (who have watched 50%+ of TOFU video ads)
• Ad Formats: Carousel ads highlighting specific offerings (e.g., different room types, spa packages, dining experiences). Lead generation forms can be used to capture details for exclusive offers or newsletters.
• Key Metric: Click-Through Rate (CTR), Cost Per Click (CPC), Cost Per Lead (CPL).

Bottom of Funnel (BOFU): Conversion & Sales

• Objective: Sales (Bookings)
• Campaign Type: Advantage+ Shopping Campaign (ASC)
• Targeting: Dynamic retargeting of users who have viewed specific rooms or initiated the booking process but did not complete it. This also includes custom audiences of high-intent users (e.g., website visitors who spent significant time on the "Rooms & Suites" page).
• Ad Formats: Dynamic Product Ads (DPA) showcasing the exact rooms viewed. Static ads with a strong call-to-action (e.g., "Book Your Unforgettable Stay") and compelling imagery of the hotel's most luxurious suites.
• Key Metric: Cost Per Acquisition (CPA), Return On Ad Spend (ROAS), Conversion Rate.

Given Latvia's market size, we will start with two broad-stroke buyer personas, ensuring our initial audience size exceeds the recommended 100,000+ threshold for effective Advantage+ optimization.

Persona 1: "The International Luxury Traveler"

• Description: A high-net-worth individual (35-65+) from a major European or international hub, planning a trip to Riga. They are experienced travelers who prioritize quality, comfort, and unique experiences. They are likely interested in culture, fine dining, and wellness. Their primary motivation is to experience the best that Riga has to offer without compromise.
• Advantage+ Targeting (Broad):
  • Location: People recently in or traveling to Riga, Latvia.
  • Age: 35 - 65+
  • Interests (Broad Match): Luxury Travel, Five-star hotels, Fine dining, Spa and wellness, First-class travel, Business class travel.
  • Behaviors: Frequent international travelers.
  • Estimated Audience Size: 150,000 - 250,000

Persona 2: "The Affluent Local Connoisseur"

• Description: A local resident of Riga or the surrounding area (30-55+) with high disposable income. They are looking for premium local experiences, such as a "staycation," a special occasion dinner, or a day at a luxury spa. They are familiar with the local market and seek out the highest quality options for leisure and celebration.
• Advantage+ Targeting (Broad):
  • Location: People living in Riga, Latvia (+20km radius).
  • Age: 30 - 55
  • Interests (Broad Match): Luxury goods, Spa resorts, Gourmet food, Rooftop bars, Weekend getaways, Anniversaries, Birthdays.
  • Behaviors: Engaged with high-end local businesses, frequent visitors of upscale restaurants and venues.
  • Estimated Audience Size: 120,000 - 200,000

Ad Copy Hook 1: The Heritage of Luxury

• Attention: Experience a Piece of History. In the heart of Riga, a landmark from 1897 awaits.
• Interest: The Grand Hotel Kempinski Riga is more than a hotel; it is a testament to timeless elegance and authentic Latvian luxury. Imagine waking up in a palace, with the city's Old Town at your doorstep.
• Desire: From panoramic city views at our Stage 22 rooftop bar to the serene tranquility of our world-class spa, every moment is crafted to perfection. This is not just a stay; it is an experience that will stay with you forever.
• Action: Your Unforgettable Riga Story Begins Here. Book your suite today and discover the art of hospitality, perfected.

Ad Copy Hook 2: The Ultimate Urban Sanctuary

• Attention: Escape the Everyday. Elevate Your Senses. Your private 5-star sanctuary in Riga is calling.
• Interest: Feeling the need to disconnect and rejuvenate? Kempinski The Spa offers an oasis of calm, with bespoke treatments designed to restore your body and mind. It's the perfect indulgence for a day off or a luxurious weekend staycation.
• Desire: Picture yourself unwinding in our thermal suite, enjoying a personalized massage, and sipping champagne by the pool. This is the ultimate reward you deserve—a moment of pure bliss, right here in the city.
• Action: Reserve Your Moment of Serenity. Explore our spa packages and book your treatment or staycation today.

• Static Images:

  1. A high-resolution, professionally shot image of a luxurious suite with a view of the Riga skyline.
  2. An evocative photo of the Kempinski The Spa pool area, emphasizing tranquility and luxury.
• Video:
  • A 30-60 second cinematic video that tells a story. It should start with an exterior shot of the historic building, transition through the opulent lobby, showcase the elegance of a suite, feature a couple enjoying cocktails at the Stage 22 rooftop bar at sunset, and end with a serene scene from the spa. The video should be accompanied by sophisticated, ambient music.

With a monthly budget of €3,000, we recommend the following initial allocation, which can be adjusted based on performance after a 7-14 day optimization window.

Scaling Roadmap:

• Phase 1 (Months 1-2): Focus on optimizing the initial campaigns. Monitor CPA and ROAS closely. Reallocate budget towards the best-performing ad sets and creatives.
• Phase 2 (Months 3-4): If BOFU campaigns are consistently delivering a positive ROAS, begin to scale the budget for these campaigns by 15-20% per week. Introduce new creative variations to prevent ad fatigue.
• Phase 3 (Month 5+): Once a stable ROAS is achieved, explore expanding the TOFU budget to reach new audiences and feed the retargeting funnels. Consider testing lookalike audiences based on high-value customers (e.g., those who have booked suites).

This Meta Ads strategy provides a robust framework for the Grand Hotel Kempinski Riga to attract and convert its ideal customers. By embracing Meta Advantage+ and a full-funnel approach, the hotel can efficiently scale its direct booking revenue while reinforcing its brand as the pinnacle of luxury in Riga. Continuous monitoring, optimization, and creative testing will be crucial to long-term success. We are confident that this data-driven strategy will deliver exceptional results and a strong return on investment.