Wednesday, September 18, 2024 Mirai – which provides hotels with technology and operations support to sell in the direct channel is proud to announce the impressive results of its collaboration with Princess Hotels & Resorts – a hotel chain that offers luxurious holiday experiences on the implementation of Google’s Demand Gen campaigns, significantly enhancing Princess Hotels’ performance in the competitive luxury travel market. The Demand Gen campaigns, executed in Q2 2024 (April to June), delivered significant results for the luxury hotel chain in the hotels implemented in Princess Caribe (Riviera Maya and Punta Cana), showing a result of a 165% increase in qualified leads (CTR) and a 102% increase in profitability (ROAS) compared to last year’s same period. Notably, the assist-to-conversion ratio was 19.
1%, and the business data showed an impressive 18% growth in revenue and a 14% increase in bookings during this period. Princess Hotels & Resorts, which has worked with Mirai since 2018, collaborated with Google to leverage the power of Demand Gen campaigns. This AI-driven solution enabled them to effectively target high-potential travellers by combining Google’s advanced AI technology with Princess Hotels’ own audience data.
The company personalised the guest journey by creating custom videos and messages, targeting audiences based on website interactions, and maximising the impact of the campaign. This approach re-engaged potential customers who had shown booking intent, keeping the brand top-of-mind. “This new campaign, replacing Discovery Ads, offers more immersive ad environments.
Partnering with Mirai, we defined a mid and low funnel strategy, boosting traffic, ROAS and revenue”, said Pere Jordi Estivill, Head of Digital Marketing and Web at Princess Hotels & Resorts. Enrique Cano, Digital Marketing Consultant at Mirai, added: “Working with Princess Hotels & Resorts on this project has been a great collaboration. Our focus on maximising conversions through Google’s AI-driven tools and personalised messaging allowed us to deliver exceptional results for the client.
This partnership is a testament to the power of combining strategic digital marketing with cutting-edge technology. Princess Hotels & Resorts, sought to attract new guests, generate qualified leads, and drive bookings for their exquisite properties in the Dominican Republic and Mexico. In a highly competitive luxury travel market, they aimed to engage new visitors and re-engage website users who had shown booking intent.
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