Case Study: Jasmine City Group

Want to know how The Jasmine City Group (Thailand) generated +112% revenue over the previous best sales year in the direct channel?

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About Jasmine City Group

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Jasmine City Group is one of the most elegant and sophisticated hotel chains for business and leisure travel in Bangkok. The group owns four properties located in the world-famous Sukhumvit district and are a guarantee of comfort, good taste and distinction that will make every trip an unforgettable and memorable experience. Without a marketing or e-commerce approach, Jasmine City Group had no clear strategy for its direct channel and relied heavily on OTAs for online distribution.

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The challenge

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- Identify the key levers of direct distribution.
- Revamp the website and implement a robust booking engine.
- Define a clear distribution strategy and maximize the share of direct bookings.
- Reduce reliance on OTAs and achieve a balanced distribution mix.

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The solution

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We gradually convinced our partner to assign a key contact person to manage brand.com's overall direct channel strategy and digital marketing. We ensured that hotels started receiving quality traffic while protecting the brand through a combination of marketing actions (SEO, paid ads, meta search engines). We closed the gap with OTAs by implementing targeted offers and segmentation strategies. We supported them in launching the new "Jasmine Joy" rewards program with exclusive member benefits.

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The results
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We asked Jasmine City Group for a key contact person to manage the global strategy and at Roiback we put all our resources at the chain's disposal to advise and work on their global direct channel strategy, as well as their digital marketing strategy.
With the new strategy, the results were not long in coming. In addition, we supported them in the launch of the new "Jasmine Joy" Rewards Program with exclusive benefits for its members.

We ensured that hotels started receiving quality traffic by protecting the brand through a combination of marketing actions (SEO, Paid Ads, Metasearch).

We close the gap with OTAs through the implementation of targeted offers and segmentation strategies.

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"Partnering with Roiback has been a game changer, as their innovative solutions and the close support of our direct channel specialist have enabled Jasmine City Group to reach new heights of success."

Wichuda Nuyongpak

Group Director of Sales and Marketing

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