Lopesan Hotel Group

ABOUT LOPESAN HOTEL GROUP

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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.

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With 6 differentiated 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.

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THE CHALLENGE

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· Increase sales

· Improve profitability

· Maximize the potential of metasearch engines

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Lopesan Hotel Group sought to optimize its investment in metasearch engines 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 margin of growth to the maximum.

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THE SOLUTION

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Metasearch Engines

Rely on the Roiback team for the management of metasearch engines and take advantage of the intelligent algorithm of our technological partner, DerbySoft.

Lopesan Hotel Group relied on the experience of Roiback's Digital Marketing team to manage its campaigns and achieve its objectives.

Thanks to our direct integrations with the main metasearch engines (Google Hotel Ads, Tripadvisor and Trivago) and the support of the DerbySoft algorithm, we designed a segmented investment strategy that achieved the proposed challenge: more visibility, better positioning and greater profitability with a lower cost.

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SUMMARY OF APPLIED ACTIONS

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CLIENT ACTIONS

· Constant work on rate parity control.

· Budget flexibility under approval based on results.

· Exclusive temporary promotions on the direct channel.

· Contracting additional services such as Tripadvisor Business Advantage, which help the performance of metasearch engine campaigns.

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ROIBACK ACTIONS

· Hybrid bidding strategy: CPC in the main markets and Commission check-out in the secondary ones.

· Upper funnel campaigns at specific times of the year to promote the hotel in its destination.

· Constant analysis of new potential markets.

· Coverage of demand with healthy positioning.

· Balance between visibility VS profitability.

· Optimization by countries and devices.

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RESULTS

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Visibility, traffic and conversion

+11% Impressions

+26% Clicks

+60% Conversion rate

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Revenue and profitability

+82% Revenue

+103% Bookings

46€ ROI

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