Meliá Hotels International is Spain’s leading hotel company and one of the largest hotel companies in the world, with seven famous brands and more than 370 hotels in 43 countries on four continents. As a future-facing business, Meliá saw the value of bringing its programmatic activity in-house to reduce costs and keep maximum control of its marketing activity. The brand was looking for a partner to help transform its digital marketing across EMEA and Australia and create an advanced, self-service strategy to ultimately increase hotel bookings and improve ROI.
Meliá partnered with dataxu to help achieve its goals. dataxu provided a bespoke self-service training plan to help Meliá’s in-house programmatic team get the most from TouchPoint™, dataxu’s demand-side platform. Meliá also utilized OneView™, dataxu’s identity and data management platform, to expand its 1st-party data and create more opportunities for targeting their most valuable audiences across all of their devices.
Meliá is successfully using TouchPoint™ self-service for its programmatic activity with dataxu’s resources and training to help the brand along the way. In-depth reporting showed a 37% increase in actions when using OneView™ and a reduction in cost per acquisition of $21.39 per booking. Meliá is also able to properly attribute its hotel bookings, see which devices create the most conversions in the OneView™ reporting dashboard, and optimize accordingly. In partnership with dataxu, Meliá is keeping at the forefront of programmatic and plans to test new formats and tactics that fit with their goals.
“dataxu’s service, platform training, and commitment to helping us achieve our programmatic goals has been excellent and we are very happy to call them our partner. The TouchPoint™ UI helps us easily and efficiently set up our campaigns, and OneView™ allows us to execute, measure and optimize a truly comprehensive cross-device strategy.”
– Queralt Costa Gallardo, Head of Global Programmatic Marketing, Meliá Hotels International