Meliá Hotels International is the largest hotel group in Spain, as well as the 17th largest hotel chain worldwide. With over 370 hotels located across 43 countries and 4 continents, the hospitality brand is a market leader and globally recognized name. Today, the chain can be found marketed under the following brands: Gran Meliá, Meliá, Paradisus Resorts, ME by Meliá, Innside by Meliá, TRYP by Wyndham, Sol Hotels, and Club Meliá. With tech-savvy holidaymakers on the rise, today’s hoteliers need to be online in order to meet consumers at each stage of the booking funnel. In order to reach a wider audience and users outside of their usual targeting strategies, Meliá Hotels International needed to adjust their approach. Not only would they need to streamline their strategy across markets but they also wanted to scale. To achieve this, they focused their attention on Facebook Dynamic Ads for Travel.
Facebook Dynamic Ads for Travel (DAT) are fuelled by a Facebook Catalog. While only one Catalog is required to run ads in multiple countries, a variety of localized data feeds are required to showcase different offerings and languages. Therefore, in getting their ad campaigns up and running, Meliá faced three key challenges.
With limited resources and a desire to increase clicks and conversions fast, Meliá was driven to find a way to speed up processes. They needed to get their ads on Facebook quickly, with minimal opportunity cost and IT assistance.
Fortunately, these challenges were more than manageable for Meliá since they were already using Productsup to mange their feeds. With the help of the platform, creating perfectly tailored, channel-ready Facebook feeds was quick and painless. Produtsup powered their team in four primary ways.
“We were initially looking for a tool that could help us multiply export channels. After seeing how easy this was on Productsup, we knew it was the right software for us.”
Thanks to Productsup, Meliá now has Facebook Dynamic Ads for Travel campaigns up and running in 40+ countries. More importantly, they achieved this without any manual work or support from IT. Reduced time to market: While the preparation of a single feed used to take up weeks to months of time, Meliá can now export a perfectly polished feed within 24 hours. Gained control: With a reputation for being leaders in the industry, Meliá is recognized for doing things a little differently from the rest. Case in point, instead of the performance marketing team, it’s actually the design team at Meliá who prepare their hotel feeds for Facebook. In any case, they have eliminated their dependence on IT and are able to focus more on feed quality. Improved performance: The Productsup software has allowed Meliá to give their design team full control of feed management for all global markets. The shift not only saved time but has drastically improved performance, resulting in a 6.7× increase in Return on Ad Spend (ROAS).
“Productsup allowed us to move the task of feed management from our IT team to our design team, part of our digital marketing team, which has drastically cut down time spent on feed preparation. With marketing now in control, we are able to avoid IT developments and export directly high-performing feeds within 24 hours.”
Meliá Hotels International is the largest hotel group in Spain, as well as the 17th largest hotel chain worldwide. With over 370 hotels located across 43 countries and 4 continents, the hospitality brand is a market leader and globally recognized name. Today, the chain can be found marketed under the following brands: Gran Meliá, Meliá, Paradisus Resorts, ME by Meliá, Innside by Meliá, TRYP by Wyndham, Sol Hotels, and Club Meliá.
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