- UK’s leading online accommodation website selects leading search marketing firm to boost its search campaign and retain competitive edge -

LateRooms has appointed search engine marketing (SEM) specialist, Efficient Frontier, to work with its Business Analysis team to generate significant uplift in its European search campaigns across all three search engines. Using Efficient Frontier’s unique blend of sophisticated algorithms, tailored services and forecasting ability to provide a specialist search marketing solution, LateRooms aims to boost the efficiency of its paid search and increase click through rate of the online campaign by up to 80%.

LateRooms is one of the Europe’s leading accommodation websites offering late availability deals in over 20,000 properties worldwide, ranging from bed and breakfasts, to apartments, to five star luxury hotels.

In today’s competitive market, LateRooms’ sought the best possible search marketing solution which it could integrate with its internally managed online marketing tools. Glyn Powditch, Head of Business Analysis at LateRooms explains, “Efficient Frontier presents a competitive mix of sophisticated maths behind the technology plus the quality of the staff.” He continues, “Everyone who works at Efficient Frontier has a maths or statistics background and possesses a genuine talent for achieving maximum uplift in online campaigns. But they also understand the underlying requirements of our business.” The result is a powerful blend of highly accurate forecasting and predictable outcomes, maximum ROI and excellent customer service.”

Scalability and adaptability are key to the success of LateRooms’ search campaigns as it responds to variations in the online market place. Powditch comments, “We work across several territories, providing hotels in destinations such as London, Madrid, Paris and Rome, and need to set the correct strategy for each individual market.”


About Efficient Frontier
Efficient Frontier is the market and technology leader in providing Search Engine Marketing (SEM) solutions for leading global advertisers and agencies. Founded in 2002, Efficient Frontier pioneered the application of modern portfolio theory to SEM and today combines its core algorithms, predictive modeling and bidding technology with comprehensive strategic and tactical services to manage more than $750MM in global search spend. The largest and most sophisticated advertisers and agencies partner with Efficient Frontier to achieve and sustain optimal return on investment and ongoing campaign growth and efficiencies in highly competitive and volatile search marketplaces. The company has 200 employees and is headquartered in Sunnyvale, CA with offices in New York, the United Kingdom, France, Germany, Hong Kong and India, and licensing partnerships in Japan and Australia. Efficient Frontier is a privately held company with funding from Redpoint Ventures and Cambrian Ventures. For more information, please visit www.efrontier.com/uk and subscribe to the Efficient Frontier blog at http://blog.efrontier.com/.

About LateRooms (http://www.laterooms.com/)
LateRooms is one of the UK’s leading online accommodation sites offering late availability deals in over 20,000 properties worldwide, ranging from bed and breakfasts to five star luxury hotels.

LateRooms offers customers a saving of up to 70 per cent off the normal room rate for a variety of independent and branded hotels. Customers can book by phone or online 24/7, whether booking 12 months or 12 minutes in advance – whatever time, whatever day.LateRooms arms the customer with information to help them choose the right hotel. Users can read from over 300,000 true hotel reviews, written by customers who have booked through LateRooms and actually stayed at the hotel.

LateRooms is the first online site to use VisitBritain’s official national classification system to rate its hotels, bed and breakfasts and guest houses. This ensures customers know the standards of quality they can expect when making a reservation.

For further information, please contact:
Merinda Peppard
Efficient Frontier
t: +44 020 7166 5220

Published on: 2:00AM on 26th February 2009