Lopesan Hotel Group
Meta search engines
May 19, 2025
ABOUT LOPESAN HOTEL GROUP
Lopesan Hotel Group is a Spanish hotel company with more than 50 years of experience and 22 hotels in 5 countries: Spain, Thailand, Dominican Republic, Germany and Austria.
With 6 distinct brands, it offers unforgettable experiences for all types of travelers: The Lopesan Collection Hotels, Lopesan Hotels & Resorts, Corallium by Lopesan Hotels, Kumara by Lopesan Hotels, Abora by Lopesan Hotels and IFA by Lopesan Hotels.
THE CHALLENGE
- Increase sales
- Improve profitability
- Maximizing the potential of metasearch engines
Lopesan Hotel Group sought to optimize its investment in metasearch to improve sales, positioning and visibility, always ensuring an optimal CPA.
As one of the most relevant channels with the best return in direct hotel distribution, the objective was to exploit its full potential and growth margin to the maximum.
THE SOLUTION
Meta search engines
Rely on the Roiback team for metasearch management and take advantage of the intelligent algorithm of our technology partner, DerbySoft.
Lopesan Hotel Group relied on the experience of Roiback's Digital Marketing team to manage their campaigns and achieve their goals.
Thanks to our direct integrations with the main metasearch engines (Google Hotel Ads, Tripadvisor and Trivago) and the support of DerbySoft's algorithm, we designed a segmented investment strategy that achieved the proposed challenge: more visibility, better positioning and higher profitability at a lower cost.
SUMMARY OF ACTIONS IMPLEMENTED
CUSTOMER ACTIONS
- Constant work on disparity control.
- Budget flexibility under approval based on results.
- Exclusive temporary promotions in the direct channel.
- Contracting additional services such as Tripadvisor Business Advantage, which help the performance of metasearch engine campaigns.
ROIBACK SHARES
- Hybrid bidding strategy: CPC in the main markets and Commission check-out in the secondary markets.
- Upper funnel campaigns at specific times of the year to raise awareness of the hotel in your destination.
- Constant analysis of new potential markets.
- Coverage of demand with healthy positioning.
- Balance visibility VS profitability.
- Optimization by country and device.
RESULTS
Visibility, traffic and conversion
+11% Impressions
+26% Clicks
+60% Conversion rate
Revenues and profitability
+82% Revenues
+103% Reserves
46€ ROI
"Thanks to the implementation of Derbysoft through Roiback we have been able to optimize our Meta Search Engine investment achieving very favorable results, increasing the ROI attributed to the campaigns and decreasing the CPA. The Roiback team is always attentive to ensure that this optimization is continuous. In addition, the personalized, attentive and detailed attention they offer makes the difference. Today, they are an essential partner in our strategy".
