From the booking engine to predictive analytics: how Roiback drives the direct channel with OdysseIA

Digital marketing in the hotel industry is at a turning point. The disappearance of cookies , the fragmentation of traveler behavior, and new privacy standards have completely changed the game. But for hotel chains firmly committed to their direct channel, this new landscape isn’t a threat— it’s a strategic opportunity. An opportunity to move beyond generic activation and measurement models and start competing with a real, sustainable advantage: their own data.

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It is against this backdrop that OdysseIA, Roiback’s AI-powered marketing intelligence platform, was launched. A step forward that very few market players have taken.

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Roiback is the first booking engine to develop its own predictive intelligence system for marketing, integrating advanced audience targeting and data-driven attribution that are directly connected to the direct channel ecosystem.

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New landscape: less external data, more value in proprietary data

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For years, the hotel industry has relied on external indicators and simplified measurement models:

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• Cookies

• Broad, less-educated audiences

• Last-click attribution

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Today, this approach is no longer enough:

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• Third-party cookies , which limits the ability to target audiences.

• Guests interact with multiple touchpoints before booking, making accurate attribution difficult.

• Only 1% to 2% of traffic converts, leaving a huge amount of untapped value.

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The difference no longer lies in generating more traffic, but in better understanding each user and prioritizing investments wisely.

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OdysseIA: predictive intelligence designed based on e-commerce experience for the direct channel

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OdysseIA is neither a generic tool nor a DSP. It is a platform developed in-house by Roiback, designed based on in-depth knowledge of the booking engine, the conversion funnel, and actual guest behavior, and specifically geared toward maximizing profitability for the hotel business.

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It combinesfirst-party data, predictive models, anddata-drivenattributionto help hotel chains make better investment decisions regarding paid media and accelerate profitable growth in their direct channel. With OdysseIA, hotels can:

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• Gain deep insights into user behavior by transforming first-party data from direct channels into actionable intelligence

• Assign actual value to each interaction, overcoming the limitations of the last-click model.

• Invest more efficiently in Google Ads, Meta, and other channels, prioritizing users who are most likely to make a booking.

• Enable real-time smart audiences based on intent, not assumptions.

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All of this is delivered through a privacy-ready approach and is compatible with any technology stack, including, but not limited to, Roiback Enterprise 360.

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Smart Audiences: Invest where there is genuine intent to book

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OdysseIA transforms actual user behavior across direct channels—such as browsing, room interactions, availability, timing, and device usage—into actionable predictive signals using artificial intelligence:

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• Identifies users who are most likely to make a reservation, with up to 90% accuracy.

• Apply that value to advertising platforms, allowing bids to be prioritized based on the user's actual value.

• Reduce spending on irrelevant audiences and increase campaign profitability.

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In practice, OdysseIA can identify up to 9 out of 10 users who ultimately make a booking, generating up to 4.7 times more revenue per user.

This isn't just a technological advancement. It's a direct competitive advantage for the hotel's direct booking channel.

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OdysseIA in action: real results in paid media

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OdysseIA is not just a concept. It is already having a real and measurable impact on active campaigns by hotels that are committed to the direct channel.

Early success stories show clear improvements in both efficiency and incremental growth:

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Meta Ads

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• 2.8 times as many purchases

• ×2.2 in revenue

• −73% in CPA

• ROI ×3

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Google Ads – Brand Search

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• +31% CTR

• +33% post-click conversion rate

• -17% CPA

• +40% more value per euro invested

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Google Ads – Demand Generation (Upper Funnel)

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• It generates comparable conversions and measurable value where traditional retargeting failed to deliver results

• Significant impact on generating demand and closing sales

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These results confirm a key point: when you prioritize investing in users with genuine intent and measure the impact accurately, the direct channel can grow in a profitable and sustainable way.

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Data-driven attribution: understanding what really drives your bookings

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The traditional last-click model oversimplifies a complex decision-making process and does not reflect which channels actually influence conversions.

OdysseIA incorporates its owndata-driven attribution system that:

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• Analyze the entire guest journey, from the first point of contact to the reservation.

• It assigns the actual weight of each channel and each interaction using advanced statistical models.

• It allows you to optimize budgets based on actual impact rather than convenience.

The result is clear: better-informed decisions, more efficient campaigns, and a direct channel with a higher return on investment.

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A system designed for continuous learning and improvement

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OdysseIA isn't just another dashboard. It's a living system that learns with every interaction:

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• Every user helps improve the model.

• Each campaign refines the scoring.

• Each activation is more efficient than the last.

For a hotel chain, this means:

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• More control over your own data.

• Greater precision in advertising spending.

• Greater profitability without increasing the budget.

• Sustainable growth of the direct channel.

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Conclusion: The future of direct marketing is predictive

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The hotel chains that will lead the direct channel in the coming years will not be the ones that invest the most, but rather the ones that make the best use of their data. OdysseIA represents a natural step in the evolution of the booking engine toward predictive intelligence, combining:

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• first-party data

• predictive models

• advanced attribution

• and effective media activation

So that every euro works more effectively for the direct channel.

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Take the next step toward a more profitable direct channel

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Contact your Roiback representative to learn how to transform your marketing strategy using first-party data, predictive intelligence, and advanced attribution.

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