Case Study: Tourspain achieves measurable travel ROI and increased high-value visitation with ADARA Impact

Tourspain - Customer Case Study

Tourspain (Turespaña), Spain’s national tourism board, wanted to promote the country as more than a sun destination by attracting a cosmopolitan audience interested in culture, food, history, and travel experiences. The challenge was measuring marketing effectiveness and understanding the real travel bookings and ROI generated by its fall/winter 2016 branding campaign. Tourspain worked with ADARA, Inc and its ADARA Impact solution to better connect media spend with traveler behavior and business outcomes.

ADARA, Inc enabled MEC, Tourspain’s media agency, to use ADARA Impact for audience segmentation and real-time travel intelligence across searches, bookings, and revenue. The campaign, “I Need Spain,” delivered measurable results, attributing $2.3M in hotel revenue, 14,927 room nights, 5,400 incremental hotel bookings, 21,799 total flights booked, and 38,000 additional travelers to Spain. ADARA, Inc also helped MEC improve engagement by targeting messages to travelers based on origin market and journey stage.

Tourspain