Case Study: Barceló Hotel Group achieves 91% decrease in Cost Per New Qualified User with Taboola

Barceló Hotel Group & Jakala Iberia Achieve 91% Decrease in Cost Per New Qualified User with Taboola Native Ads

Barceló Hotel Group, a global hotel brand, teamed with data‑driven Jakala Iberia to boost upper‑funnel engagement and reach people planning vacations in Spain and the UK. Their challenge was to attract and build relationships with potential guests through inspirational content rather than traditional promotional ads.

They used Taboola Image Ads to promote Barceló’s “Pin and Travel” content across top publisher sites with targeted travel segments, CTAs, and real‑time creative optimization. The campaign doubled CTR, delivered 4× more high‑quality clicks, cut cost per new qualified user by 91% in Spain (75% in the UK), increased average session duration in Spain by 400%, and produced lower CPCs and stronger engagement than other channels.

Barceló Hotel Group

Manuela Misuraca

Performance Marketing Manager