Lopesan Hotel Group
DIGITAL MARKETING
July 7, 2025
ABOUT LOPESAN HOTEL GROUP
With more than five decades of experience, Lopesan Hotel Group is one of the leading Spanish hotel companies, with an international presence in five countries and a portfolio of 22 hotels.
Under six distinct brands: 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 group offers unique experiences tailored to all types of travelers, from exclusive luxury to more family-friendly and accessible options.
THE CHALLENGE
Lopesan faced three key objectives in its digital marketing strategy:
· Increase visibility and attract qualified traffic to its official website.
· Reinforce the positioning of the direct channel, gaining brand recognition against OTAs.
· Improve the profitability of Tripadvisor as a channel, optimizing the combined performance of Tripconnect and Tripadvisor Business Advantage.
THE SOLUTION
Strategic activation of Tripadvisor Business Advantage (TABA) with the expert support of Roiback Digital.
Motivated by the excellent previous results received in the metasearch campaigns managed by the Roiback team and guided by the recommendations to continue growing in the direct channel and improve brand recognition, Lopesan made the decision to activate Tripadvisor Business Advantage.
As a Tripadvisor Hotel Marketing Partner, Roiback offered preferential conditions to activate Tripadvisor Business Advantage in 15 hotel profiles located in the Canary Islands, Punta Cana and Thailand.
The direct channel was promoted within the Tripadvisor profiles through exclusive links, featured offers and visual elements that maximize the attraction of potential customers. The objective was to impact users in the travel planning phase and convert this traffic into reservations made through the chain's official website.
THE SOLUTION COMBINED TWO FUNDAMENTAL PILLARS
THE FIRST PILLAR: ACTIONS EXECUTED BY THE CHAIN
· Achieve the best possible rating for the hotel profile (5/5)
· Optimization of Tripadvisor profiles to improve the hotel's positioning in its destination.
· Benefit from the exclusive advantages of Tripadvisor Business Advantage:
- Selection of favorite and cover photos.
- Highlighting favorite reviews.
- Use of hotel videos.
- Create story boards that inspire booking.
- Measure results and analyze the competition with Tripadvisor's Analytics Suite tool.
· Application of special offers at key moments such as Valentine's Day, Easter or Black Friday.
THE SECOND PILLAR: ACTIONS CARRIED OUT BY ROIBACK
Configuration of contact links in all Lopesan hotel profiles:
- Configuration of CTAs to the official website, landing page for packages, and exclusive promotions.
- Information email for users and direct telephone numbers in all profiles.
- Upload and maintenance of special offers in all Lopesan hotel profiles, translated into all languages.
Parameter configuration in all deeplinks for correct tracking of reservations in the hotel's CRS.
RESULTS
6% CTR
+26% Clicks
+52% DIRECT CHANNEL TRAFFIC SHARE VS OTAS (*vs previous year without Tripadvisor Business Advantage)
5% CPA
+38% ABV VS REST OF DIRECT SALES CHANNELS
19€ ROI
"We were reluctant to activate this service, but due to the good results we were having in the Metasearch campaigns, we decided to go for it. The result exceeded expectations, as it not only increased traffic to our website through Tripadvisor, but we also achieved a very good ROI. Without a doubt, Roiback's management and optimization made the difference."
