How Iberostar is boosting its bookings with HolidayCheck
The Iberostar Group is a global tourism company with its head office in Spain. To increase its visibility and to reach more customers, the company has been using the HolidayCheck Ranking Ads. You can read here about how successful the impact of this has been on campaign performance.
The most important thing in a nutshell
- Bookings were three times higher thanks to the collaboration
- Total bookings across all channels increased by +99%
- Offline bookings increased by +153%
- Even after the campaign, hotels recorded an increase of more than +33%
Iberostar: A multinational tourism company from Spain
The Iberostar Group is a multinational family business from Spain that was founded back in 1877. Headquartered in Palma de Mallorca, it operates 120 hotels in more than 35 countries around the world. This involves the company in employing more than 32,000 staff, welcoming more than eight million guests a year.
The challenge: Reaching more guests and increasing booking numbers
The Iberostar Group wished to raise its visibility and therefore to increase its bookings – not only on the HolidayCheck platform but also at Iberostar.com. In addition, it wished to set its sights on the German market and to expand its numbers of German customers.
The solution: HolidayCheck Ranking Ads for maximum reach
To achieve its objectives, the Iberostar Group decided to use the HolidayCheck Ranking Ads. In its core Mediterranean markets, 12 hotels placed ads through HolidayCheck in the period between September and December 2012.
A control group of 12 other hotels from the same markets did not run these same promotional measures in order to have a basis for comparison.
What could be achieved through the use of Ranking Ads?
Thanks to the HolidayCheck Ranking Ads, hotel bookings increased hugely during this campaign period.
- In comparison to the hotels that did not run these ads, bookings were three times higher
- Total bookings across all channels from the German-speaking market also rose by 99%
- Offline bookings (through travel agents) also increased in response to HolidayCheck Ranking Ads
- They exceeded the Iberostar online bookings, recording +153% in contrast to +115%.
- Nine months after the campaign, Iberostar is still reaping the rewards of its work. Across all channels, participating hotels recorded an increase of more than 33% in bookings from the German-speaking region.
Conclusion
This boost in visibility in response to HolidayCheck Ranking Ads did more than achieve an incremental increase in Iberostar bookings on HolidayCheck. Bookings on Iberostar.com and from right across the German market also grew, especially in relation to offline bookings in travel agencies.
This proves: The decision to make a booking is taken on HolidayCheck. From the German language region, 9 out of 10 holidaymakers make or confirm their choice on HolidayCheck before the booking is made - regardless of which channel is used for that booking.
Increasing visibility with HolidayCheck Ranking Ads
Visibility on HolidayCheck is one of the greatest factors that affects the number of bookings across all channels from the German-speaking region. The higher you are in the destination search results, the more traffic and bookings your hotel receives. In point of fact, 72% of clicks originate from the destination search results for hotels that are on the first page.
To land directly in front of potential guests, you can use helpful tools such as the HolidayCheck Ranking Ads. Regardless of the filters used, your hotel ad always appears above those of your competitors. Moreover, you can target visitors who are looking for accommodation in your town, city or region.
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