How Centara Hotels & Resorts built an AI marketing command center for 50+ hotels in Supermetrics Studio

Picture a marketing workspace that suggests the next market to test and builds the campaigns for it. Before launch, it lists the local ad rules your team still has to handle. Once the test is live, it monitors the results and recommends whether to scale, repeat or stop. It also shows how much revenue paid media brings in, measured against real bookings. Centara Hotels & Resorts' corporate digital team works this way every day. Rabin Gupta, the team's Corporate Director of Digital Marketing, built it all in Supermetrics Studio.

Their challenge

Centara's corporate digital marketing team supports a portfolio of 50+ hotels in several countries. Spend comes from two places. Corporate pays for non-brand campaigns, and agencies run brand and metasearch campaigns. As the portfolio expanded, the team sought more scalable ways to manage performance and decision making across the business.

The data sat in Google Ads, Meta, TikTok, Yahoo, Yandex, GA4, Search Console and several partner platforms, and some of it for the time being is still managed via spreadsheets. Rabin wanted one place, with tabs and subtabs, where his team could see the whole commercial picture and act on it.

The harder problem was trusting the numbers. Agencies and ad platforms reported very high returns, and each platform counted the same booking as its own. When those reports showed a big ROAS, Rabin's view was simple: "We wanted a more complete and consistent view of marketing performance across all channels." Without spend and real bookings in one view, the team couldn't see which campaigns paid back, where to test next, or where tracking gaps were hiding revenue.

What they did

Centara works closely with the Supermetrics team and is often among the first to put new capabilities to use. Rabin's plan was a single marketing data platform that AI tools could connect to through MCP, so they could build dashboards, run analysis and suggest next steps using Centara's own data.

Supermetrics brings that data together. Centara's ad platforms, GA4 and Search Console are connected, along with brand performance, metasearch and retail data from partners. 24 months' worth of reservation data sits alongside it, so marketing performance is measured against actual bookings.

On top of that data, Rabin built the Supermetrics Studio setup his team now runs digital marketing from. His approach is to give AI the context and let it do the rest. Supermetrics connects their LLMs to every channel and to Centara's booking data through the Supermetrics MCP server, so the AI chat already has the full picture when Rabin asks for something. He can ask for an analysis or a new module in plain language, review a mock-up, and once he's happy, have it published to Supermetrics Studio. Other times he builds directly in Supermetrics Studio. Either way, the finished work lives in Supermetrics Studio, where Rabin and his team work each day.

Centara is building at corporate level first, then bringing the same view to every hotel in the portfolio. Each property gets a consistent, directional picture of performance without having to build or maintain anything itself.

How Supermetrics Studio powers it

Supermetrics Studio scales through the whole digital operation

Centara's team uses Supermetrics Studio to plan spend, run tests and fix problems as well as to report. The tabs cover an at-a-glance summary, revenue and performance, direct and digital, P&L and book direct, commercial direction, the Intelligence Lab (covered below) and data health. The team can compare channels side by side, drill into a single hotel, and check a market map to see where demand comes from. Rabin added buttons that refresh one module at a time, which keeps things fast as the setup grows.

Reporting what paid media earns in real bookings

Supermetrics Studio shows three ROAS figures side by side. Platform ROAS is what the ad platforms report. Grounded ROAS is calculated from bookings Centara actually recorded. Effective ROAS adds credit for first-touch assists. A behavior funnel with first-click and last-click windows shows where people drop off between the ad, the landing page and the booking.

Sharing actionable recommendations with the team

"Quick wins" cards turn the analysis into a ranked to-do list, with an estimated value, effort level and owner for each item. Typical cards say to fix the mobile booking path, move budget from weak campaigns to strong ones, or close a tracking gap. Rabin sends these to his team as instructions, such as putting more spend into specific campaigns or splitting a market into its own campaign, and they usually start on them the same day. For follow-up questions, the team asks the AI Analyst built into Supermetrics Studio.

How the Intelligence Lab tests and measures performance

Supermetrics Studio provides a structured framework for planning, executing, monitoring and evaluating marketing initiatives consistently across the portfolio.

Predict. Predictive analytics and historical performance insights help identify promising market opportunities and support more informed testing decisions. They recommend which markets to test and explain each choice. Supermetrics Studio helps identify geographic markets with strong growth potential based on performance signals and business objectives.

Launch. Once Rabin approves the plan and supplies the creative, Supermetrics builds the campaigns and leaves them paused for review. It flags anything that needs a person, such as an advertiser disclosure required in Malaysia or a category restriction in India, and checks the changes again once the team has made them.

Measure. When Rabin switches the campaigns on, monitoring starts. The tracker pulls live data from Meta, GA4 and the reservation system, so results are measured in bookings as well as clicks.

Decide. Insights from each campaign help guide future investment decisions and optimization efforts. The team makes the call, and the next test builds on what the last one showed.

Because every test follows the same steps, a small team can run one after another, with Supermetrics supplying the data and campaign tools along the way.

Data health checks

Supermetrics Studio also monitors the data itself. It flags anomalies and marks them resolved once they're fixed, keeps a change log, and warns when a source is incomplete. These checks highlighted opportunities to further improve measurement accuracy and data completeness. Moving to server-side tracking is now on the team's roadmap.

Outcome and impact

Centara's corporate team now decides where to spend, where to test and what to fix in Supermetrics Studio, and the same setup is ready to scale across the portfolio.

• Budget follows real bookings. With platform claims next to grounded ROAS, the team moves spend away from campaigns that don't pay back and allocates it where it improves the bottom line.
• Centara has cut wasted spend, improved campaign performance and found markets and campaigns it had been missing.
• The data health checks identified opportunities to enhance reporting and attribution capabilities. Fixing the tracking will make the data behind every later decision more complete.
• Every test follows the same steps, from choosing a market to reading out the results, and ends with a decision to scale, repeat or stop.
• The platform enables the corporate team to scale analysis, testing and reporting across the portfolio. Because the processes run in Supermetrics Studio, they scale across the portfolio without adding headcount or reporting work.
• Rabin expects the remaining data pipeline to be complete towards the end of the year. After that, Centara plans to automate more of the workflow and connect more data signals to tie marketing to direct revenue. The team is evaluating future automation opportunities that could further streamline testing and optimization workflows. They would take recommendations from Supermetrics Studio, launch tests within the team's guardrails and report back on what worked, while the team approves each decision.