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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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