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Case Study: Meliá Hotels International achieves 6.7X return on ad spend and 79% lower cost per booking with Facebook Dynamic Ads for Travel
A Facebook Case Study
Dynamic ads for travel take off around the world
Meliá Hotels International, Spain’s leading hotel group with 370 properties in 43 countries, needed a better way to showcase the right hotels to potential guests across Europe, the Middle East and North Africa, North America, Asia Pacific and Brazil to drive online bookings. Their challenge was moving from broad destination retargeting to delivering truly relevant offers to users based on their specific interests and travel needs.
Starting in August 2016, Meliá implemented Facebook’s dynamic ads for travel, adding a Facebook pixel to track browsed hotels and serving tailored carousel ads that matched users’ destinations, travel dates, preferred class and family status. The campaign delivered a 6.7X increase in return on ad spend and a 79% reduction in overall cost per booking.
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Meliá Hotels International
José Luis Aranda
Global Digital Director