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Gravity

Core disciplines: Digital, Integrated marketing

CHALLENGE:

Hotelier owns 400+ properties across the globe, but few in the Americas are familiar with the brand.  With sparse traffic and sales on melia.com, the hotelier had become overly reliant with online travel agents (OLAs) such as Expedia to fill rooms.  OLAs create a highly-competitive environment and typically take a 20-25% commission on sales making it far less profitable.  Our task was to build awareness of Melia, interest in their properties; and bookings directly at melia.com with a limited budget. 

 

SOLUTION:

Gravity secured a strategic partnership with eBay.com which enabled Melia to reach up to 60 million unique each month; own nearly 100% travel SOV; migrate ideal prospects to book online at melia.com at a fraction of the cost.

 

RESULTS:

In addition to the above, Gravity reduced commission to below 8-percent and generated double-digit click-thru reulsts.  Seperately, a brand study was conducted following the launch of the effort and there was a 8% lift in people who “definitely will” visit a Melia property.

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