Lopesan Hotel Group
DIGITAL MARKETING
June 3, 2025
ABOUT LOPESAN HOTEL GROUP
With more than five decades of experience, Lopesan Hotel Group is one of Spain's leading 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 adapted to all traveler profiles, from exclusive luxury to more family-friendly and accessible proposals.
THE CHALLENGE
Lopesan faced three key objectives in its digital marketing strategy:
- Increase visibility and attract qualified traffic to your official website.
-Strengthen the positioning of the direct channel, gaining brand recognition against OTAs.
- Improve the profitability of Tripadvisor as a channel by 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 leveraged within 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 trip planning phase and convert this traffic into bookings made through the chain's official website.
THE SOLUTION COMBINED TWO FUNDAMENTAL PILLARS
THE FIRST PILLAR: ACTIONS CARRIED OUT BY THE CHAIN
- Achieve the best possible hotel profile rating (5/5)
- Optimization of Tripadvisor profiles to improve hotel positioning in your destination.
- Benefit from the exclusive advantages of Tripavisor Business Advantage:
- Selection of favorite and cover photos.
- Highlight favorite opinions.
- 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 of packages and exclusive promotions.
- Email information for users and direct telephone numbers in all profiles.
- Uploading and maintenance of special offers in all Lopesan hotel profiles and translated into all languages.
Configuration of parameters in all the deeplinks for a correct tracking of the 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. ALL OTHER DIRECT SALES CHANNELS
19€ ROI
"We were reluctant to activate this service, but due to the good results we were having in the Meta search engine campaigns, we decided to go for it. The result exceeded expectations as not only did traffic through Tripadvisor to our website increase, but we also achieved a very good ROI. Without a doubt, Roiback's management and optimization made the difference."
