Salobre Hotel Resort & Serenity

About Salobre Hotel

Salobre Hotel Resort & Serenity, part of the Satocan Hotels chain, is a 5-star hotel in the south of Gran Canaria, very close to Maspalomas. The hotel offers countryside, wellness, good food, golf and much more.

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The challenge

Satocan Hotels has a very pro-direct channel approach and relies on Roiback's Digital Marketing agency to manage its "full-funnel" digital marketing strategy covering the main online traffic channels: Display, Paid Search, Meta Search Engines and SEO.

Looking ahead to 2024, the challenge was to increase the hotel's visibility in its main markets and generate new traffic while keeping ROI under control, which was already very good the previous year.

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The approach

To achieve these objectives Roiback has activated two new PMAX campaigns in 2024 (one in the domestic market and the second in the hotel's main source market (UK) to generate new traffic and give multichannel visibility (Search, YouTube, Display, Discover, Google Maps, etc) to the hotel, while maintaining the investment in Brand campaigns.

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Thanks to the "RB Launcher" tool, Roiback Digital fed Google's algorithm with the hotel's First Party Data, thus better profiling the audiences related to the campaigns and being able to set different bids based on user characteristics.

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Throughout the strategy, price parity control across all B2C online channels was paramount to achieving the results.

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Results: 

In the first quarter of 2024, this joint Brand Search and Pmax strategy increased impressions by X5.4 and clicks by X2.5. In addition, compared to the same period last year, production increased by +76% in terms of bookings and +66% in terms of revenue, maintaining the same level of profitability as the previous year.

In conclusion, the hotel was able to greatly increase its visibility to the public and target markets and, at the same time, achieve a ROAS on investments x43.

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KPIs highlighted 

Revenues: +66%.

Impressions: x5.4

Return on advertising spend (ROAS): x43

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Control period: January 1 - March 31, 2024 vs. the same period of the previous year

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Testimonial: 

"We are very pleased with the results achieved by implementing PMAX to enhance our top-of-funnel strategy and drive more visitors to our website. This initiative, led by Roiback, has contributed significantly to achieving our goals and driving direct channel bookings."

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By Nadine Weber, Marketing PR & E-Commerce Manager Salobre Hotel Resort & Serenity