Case Study: Meliá Hotels International boosts actions 37% and cuts cost per acquisition by $21.39 with dataxu

Meliá Hotels Group creates a future-facing digital marketing strategy

Meliá Hotels International, a leading Spanish hotel group with more than 370 properties in 43 countries, wanted to bring programmatic advertising in-house across EMEA and Australia to cut costs and retain control while increasing bookings and ROI. They sought a partner to transform their digital marketing into an advanced, self-service operation.

Partnering with dataxu, Meliá implemented TouchPoint™ with bespoke training and used OneView™ to expand first‑party data and enable cross‑device targeting and attribution. The program delivered a 37% increase in actions using OneView™, lowered cost per acquisition by $21.39 per booking, and provided clear device-level attribution and reporting to optimize campaigns going forward.

Meliá Hotels International

Queralt Costa Gallardo

Head of Global Programmatic Marketing