50% bonus on qualifying hotel bookings
378 activations from 12,313 eligible agents. Reported activation rates: Platinum 57%, Gold 39%, Silver 1.9%. 44% of activations occurred on launch day.
BOOK & WIN THAILAND / AUSTRALIA
Thailand.
Bookings into experiences.
SEPTEMBER CAMPAIGN · FAM TO FOLLOWA destination campaign connecting Thailand bookings, bonus Rewards, agent training and the opportunity to experience Northern Thailand first-hand. Performance through the qualifying period, with the hosted trip still ahead.
QUALIFYING PAYMENTS1–25 September 2026Australian agents
PARTNERSTAT · TUI · Thai AirwaysFunding, ground support and airline partnership
INCENTIVE8 FAM places + 50% bonusBonus Rewards on qualifying hotels
HOSTED EXPERIENCE26–31 October 2026Chiang Mai + Chiang Rai · upcoming
01 / CAMPAIGN REPORT
Inspire the enquiry. Reward the booking.
Discover more.
Book more.
Experience Thailand.
Book more.
Experience Thailand.
Use a Northern Thailand FAM to build destination confidence and convert interest into paid bookings.
Reconstructed from launch correspondence, partner updates and the campaign page. The approved brief, budget and numerical targets have not been supplied.
Destination demand
Introduce Chiang Mai and Chiang Rai alongside established Thailand favourites.
Commercial action
Encourage new paid bookings and conversion of existing Thailand BNPL reservations.
Agent knowledge
Webinar, replay and curated hotel, tour and attraction pages support the sales journey.
Brand recognition
Build recognition of Room-Res experiences alongside the platform. Residence integration is an objective for future campaign planning; no Thailand Residence event was verified.
02 / CAMPAIGN REPORT
The campaign in numbers.
MISSION HOTEL TTV$94.5k58 qualifying hotel bookings
MISSION ACTIVATIONS378Of 12,313 eligible agents · 3.1%
THAILAND SEARCHES+14.3%Versus preceding equal-length period
HOMEPAGE MPU CTR0.44%209 clicks / 47,553 impressions
| MEASURE / SCOPE | RESULT | COMPARISON / BASIS |
|---|---|---|
| Qualifying mission hotel bookings | 58 / 32 agents | Paid 1–25 September; activated AU agents |
| Qualifying mission hotel TTV | $94.5k | Reported currency not explicitly stated |
| Activated cohort booking frequency | ≈2.2× normal rate | 58 versus ≈27 expected from prior 12-month rate |
| Activated cohort Thailand TTV | 2.6× normal rate | Reported historical-rate comparison |
| Bookers new to Thailand in prior year | 15 of 32 | No Thailand bookings in preceding 12 months |
| All AU Thailand product bookings | 92 vs 78 / +18% | 1–25 September year on year; broader product scope |
| All AU Thailand product TTV | $151.8k vs $95.8k / +58% | Same year-on-year dates; broader product scope |
THAILAND SEARCHES+14.3%Versus equal-length preceding period
UNIQUE SEARCHING AGENTS+10.1%Broader agent participation
UNIQUE SEARCHING AGENCIES+15.8%Broader agency participation
PLATFORM SEARCH SHARE2.4 → 2.6%Increase of 0.2 percentage points
Charlotte’s 9 October analysis compares the campaign with an equal-length preceding period. Exact dates and absolute counts were not included. This is platform search behaviour; organic and paid search CTR remain unreported.
Six sends. Targeted follow-up alongside the core campaign.
| SEND / DATE (AEST) | DELIVERED | OPENED | CLICKED | DELIVERY | OPEN RATE | CLICK RATE |
|---|---|---|---|---|---|---|
| BNPL Holders 23 Sep 11:22 2026 | 83 | 41 | 14 | 100% | 49.4% | 16.9% |
| BNPL Holders 23 Sep 10:42 2026 | 2 | 1 | 1 | 100% | 50% | 50% |
| Final Week 17 Sep 10:31 2026 | 5828 | 2017 | 75 | 99.8% | 34.6% | 1.3% |
| Webinar Reminder 3 Sep 11:01 2026 | 5665 | 1686 | 86 | 99.8% | 29.8% | 1.5% |
| Launch 1 Sep 10:31 2026 | 5828 | 1960 | 144 | 99.8% | 33.6% | 2.5% |
| Webinar Invite 28 Aug 10:31 2026 | 5829 | 1928 | 189 | 99.8% | 33.1% | 3.2% |
Observed eDM totals · 28 August–23 September23,235 deliveries · 7,633 reported opens · 509 reported clicks. Calculated weighted open rate 32.85%; click rate 2.19%. These add send-level counts and may include the same agent repeatedly; unique-versus-total definitions remain unconfirmed. Table percentages reproduce the rounded source rates. The four core sends total 23,150 deliveries and 494 clicks (2.13%); BNPL sends add 85 deliveries and 15 clicks. The two-delivery send is too small to judge effectiveness.
| SOURCE / REPORTING WINDOW | RESULT | INTERPRETATION |
|---|---|---|
| Landing-page analytics · 1 May–21 Oct 2026 | 607 views / 411 visitors / 531 sessions / 43% scroll | Latest screenshot; platform labels retained. Not campaign-only traffic. |
| Same page analytics | 0 recorded conversions / 0 forms / 0.0% conversion rate | Tracked page events only; does not mean zero paid bookings. |
| GA-style report · 1 Apr–21 Oct 2026 | 537 views / 279 active users | Separate measurement system and definitions; do not add to or replace platform visitors. |
| Landing-page analytics · 31 Aug–26 Sep | 415 views / 299 unique visitors / 378 sessions | Earlier date-bounded report; retain for campaign-adjacent comparison. |
| Landing-page analytics · 30 Aug–12 Oct | 591 views / 399 unique visitors / 516 sessions | Earlier broader window; overlaps latest total. |
| Homepage MPU | 47,553 impressions / 209 clicks / 0.44% CTR | Confirmed by supplied screenshot; exact advert dates unshown. |
Merch page pathways
| VISIBLE PATH PREFIX | VIEWS | ACTIVE USERS |
|---|---|---|
| 9d693f3b… | 107 | 46 |
| 7551447f… | 94 | 13 |
| 29f75bf4… | 76 | 32 |
| 850ac5f0… | 66 | 28 |
| 7ceb4f6c… | 55 | 30 |
| 4cceceef… | 53 | 37 |
| 1b9580ea… | 45 | 25 |
| 856b8ab7… | 43 | 34 |
| 4027ac37… | 37 | 19 |
| 7be0281e… | 32 | 16 |
The ten visible /merch/ rows total 608 views, not unique reach. Active users overlap between paths and are not summed. The screenshot labels this a TA-focused view; Thailand campaign attribution and destination mappings for these truncated paths have not been independently verified. Window: 1 April–21 October 2026. The unrelated site-wide AI summary banner in the page screenshot is excluded.
Read the results within their scopeMission hotels and all-AU Thailand products are separate, overlapping populations. Landing-page windows also overlap and must not be added. Historical and year-on-year comparisons describe observed change; they do not isolate campaign-caused uplift or ROI. Financial figures retain the source’s dollar symbol pending currency confirmation.
03 / CAMPAIGN REPORT
One campaign. Multiple routes to action.
TRAINING / ORIGINAL CREATIVE
Thailand is Calling
Live destination and product webinar on 4 September, supported by a replay.
BOOK & WIN
THAILAND
8 places · 2 destinations · 1 campaignCAMPAIGN SUMMARY / REPORT GRAPHIC
Booking-led incentive
Homepage MPU, launch and reminder emails directed agents to the campaign page.
Chiang Mai
+ Chiang Rai
26–31 OCTOBER 2026LANDING PAGE / PRODUCT PATHWAYS
Destination to booking
FAM itinerary, destination briefings, curated offers and webinar replay.
Only the webinar image above is reproduced original creative; the other panels are report graphics. Source links preserve access to campaign assets without presenting reconstructed graphics as delivered adverts.
04 / CAMPAIGN REPORT
Activate. Pay. Earn. Experience.
Eight Australian agent places
Campaign mechanics awarded three entries per paid Exclusive Tour backed by Musement, two per paid hotel and one per other paid Thailand product. New and existing BNPL bookings qualified when paid within the window.
REWARD VALUE28,298 points50% bonus Rewards · not a cash figure
PROPOSED EXPERIENCE6 days / 5 nights26–31 October · Chiang Mai + Chiang Rai
PARTNER COLLABORATIONTAT + Thai Airways + Room-ResPartner update confirms eight agent places; flights, accommodation, itinerary activities and most meals included.
Trip remains upcoming as at 21 October. Final itinerary, attendance, post-trip content and feedback can be added after travel. The bonus hotel scope follows Lien’s confirmed implementation; draw entries cover a broader product set.
PARTNERS & CONTRIBUTIONS
The partnership behind the experience.
PRINCIPAL FAM FUNDING PARTNER
Tourism Authority of Thailand (TAT)
TAT made the eight-agent Northern Thailand FAM possible through its commitment to cover flights and on-ground costs. Its contribution also included destination input, campaign review and participation in the training webinar.
TUI
Supported the on-the-ground FAM requirements through costing and logistics management. Earlier correspondence also credits DMC support with enabling additional places and a potentially longer itinerary.
Thai Airways International
Named airline partner for the Northern Thailand FAM and a participant in the joint Room-Res/TAT/Thai Airways webinar. Any separate fare subsidy, complimentary seat allocation or financial contribution has not been established.
Room-Res.com
Developed and distributed campaign creative, emails, the landing page and homepage advertising; operated the bonus Rewards mission and booking pathways; coordinated agent communications and performance reporting.
Acknowledgement reflects documented roles and funding commitments, rather than audited expenditure shares. Source: Kellie’s 25 August campaign brief and 20 August DMC update. Actual partner expenditure and percentage contributions were not supplied. Hotels and itinerary venues are not described as sponsors without confirmation of contributed support.
05 / CAMPAIGN REPORT
Training, partner support and amplification.
OWNED CAMPAIGN HUBOPEN ↗PR DRAFT / 10 SEPTEMBEROPEN ↗
Campaign page + webinar replay
Destination education and commercial pathways in one destination-led hub.
Thailand FAM press release
Draft sent to James for review. Distribution and published media coverage have not been verified.
Brand pillars alongside the platform
The Palau reporting principle carries forward: campaigns should strengthen recognition of the three recurring Room-Res brand pillars alongside the platform. The third pillar’s approved name remains unconfirmed, so it is not invented here.
The Residence opportunity
Seek a Residence event connection where practical. Add attendance, participating agencies, first-time visitors and pillar awareness once an event is confirmed. No Thailand Residence event is claimed in this report.
06 / CAMPAIGN REPORT
Positive signals. A wider Thailand audience.
What the results show
Search interest broadened across agents and agencies. Activated agents recorded 58 qualifying hotel bookings, including 15 bookers who had not booked Thailand during the preceding 12 months. The all-AU comparison also showed higher Thailand bookings and TTV year on year.
The homepage advert generated 209 clicks, while the latest landing-page analytics window recorded 411 visitors. These measures describe separate touchpoints and are not a deduplicated campaign audience.
Complete the final wrap
- Approved brief, numerical targets and campaign budget
- eDM export to confirm uniqueness definitions; exact advert dates
- Final entry, winner acceptance and Rewards ledger
- Confirmed PR placements and social analytics
- Post-FAM photos, participant feedback and selling outcomes
Source register & reporting boundaries
Primary performance evidence: Charlotte’s search analysis (9 October), Lien’s mission/eDM results (12 October) and Ray’s MPU/page reporting (14 October). Plan and partner scope: 31 August launch correspondence and TAT updates. FAM dates: winner invitation and campaign page. Report prepared 21 October 2026.
Financial totals and historical comparisons are reported summaries. Six send-level eDM counts/rates, latest page analytics, MPU results and a separate GA-style page/merch report were transcribed from five user-supplied screenshots captured 21 October. Earlier 32.7% / 2.1% eDM averages are superseded here by the screenshot counts and calculated weighted rates. Screenshots are evidence, not full exports. No ROI or causal incrementality is claimed. PR remains pending verification.