Driving growth in online reservations for Melia Hotels
Services
Audience Intelligence, Digital Media, Social Media, Endemic Partnerships, Creative, Content, Production, Melia Hotels International, Case Study
summary
Objectives
Objectives
Objectives
Despite having 400+ properties across the globe, Melia Hotels International had little to no awareness among North Americans and little-to-no direct bookings at melia.com. We needed to drive direct online bookings and improve return on ad spend.
Insights
Objectives
Objectives
Most American vacation travel is centered on Caribbean and Mexico. It's routine for travelers to research and book their vacations through online travel agencies. But, OTAs charge a 20-25% fee to operators thus reducing their revenue.
Strategy
Strategy
Strategy
Dig deeper into our audience tools to better define best, qualified prospects by demographics, geography, behavior, and attitude. Improve targeting and messaging to 1-to-1 as much as possible. Migrate prospects to the melia.com booking engine over an OTA.
Approach
Strategy
Strategy
Supplement always-on targeted online ad campaigns with the industry's first-ever deep integration with eBay. Focus annual "La Bomba" sales promotion on core feeder markets and implement countdown mechanism to drive urgency.
DELIVERABLES
results
77% Cut In Fees
77% Cut In Fees
77% Cut In Fees
Negotiated dramatically lower commission fee from eBay for online bookings at Melia.
500+% Growth
77% Cut In Fees
77% Cut In Fees
Flash sales growth by messaging users at work.
+200,000
+200,000
+200,000
New users generated in 3 days.
4:1
+200,000
+200,000
Generated strongest return on ad spend.
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