A centralised digital media strategy for hotel groups & chains
Real Hotels Group results from the merger, in 2020, of two national hotel groups, the owners of the REAL brand and NEWPALM, operator of IHG’s Holiday Inn Express, becoming the largest merger of the Portuguese hotel industry in the last decade, with 16 hotels and 2,100 rooms, spread over Lisbon, Porto and Algarve.
Real Hotels group trusted D-EDGE with its overall distribution strategy since 2016 and chose the D-EDGE Digital Media Agency to tackle digital media optimization.
Challenges
- When choosing a player for their digital media strategy, finding a provider that connected to their CRS was a must-have.
- Since the group merged in 2020 with a total rebranding, Real Hotels’ digital media presence needed to be adapted to fit with the new brand.
Solutions
- Implementation of MediaGenius: a cross-media campaign management platform for Search, Metasearch, Display and Social Advertising channels.
- D-EDGE’s MediaGenius solution is the only solution of its kind for the hospitality industry and is compatible with any CRS on the market. Since Real Hotels were already using the D-EDGE CRS, D-EDGE MediaGenius was a clear choice to manage their digital media strategy, for all the hotels of the group.
D-EDGE MediaGenius enables an in-depth analysis of all major KPIs to drive our book direct performance. By having dynamic dashboards and allowing us to cross-reference different factors, we have been successfully gaining market share vs major OTAs as well as driving visibility. The “one-stop shop” of the service provided by D-EDGE’s Digital Team allows the hotel to focus on actions that add value while leaving all the conversion techniques for the experts – perfect and successful combination to drive ROI!
Strategies
Real Hotels decided to go with the full-service Agency model where D-EDGE traffic acquisition experts run the campaigns on behalf of the group. In June of 2021, D-EDGE started to run campaigns on all digital media channels: Search, Metasearch & Display Advertising to increase brand awareness and conversion rate of the direct booking funnel.
The results
x28,5
times more revenue generated than the budget invested through Search campaigns
x22,7
times more revenue generated than the budget invested through Metasearch campaigns
x13,8
times more revenue generated than the budget invested through Display campaigns
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