Meliá Hotels International is one of the largest hotel companies in the world with more than 350 hotels (including brands such as Gran Meliá, Meliá, Sol and Paradisus) and is actively positioning itself to seize the opportunity in the mobile market. Daniel Garcia Langa, Online Sales & Marketing Director, believes that the mobile platform will eventually get a lot bigger than the desktop Internet is now. Therefore they launched a website optimized for mobile devices, becoming the first Spanish hotel chain to offer this service.
After launch of their site, they have observed that it is typically business travelers reserving hotel rooms from mobile devices. This customer segment looks for city-based hotels and makes reservations very last-minute. These hotel bookings currently account for 70 % of reservations on mobile corresponding to 60 % of revenue.
To ensure that users found their mobile site, Meliá Hotels International already from the beginning implemented AdWords campaigns specifically targeting mobile devices. In August alone, AdWords drove 27 % of their mobile traffic. They have in fact seen traffic from mobile devices increase by six in comparison to 2010 and the number of transactions have multiplied by twelve.
Meliá Hotels International predicts that in the mid-term the use of tablet devices will result in a significant rise in holiday hotel reservations. Due to the large screen-size and interactive features it becomes much easier for customers to make decisions when booking their holidays.
For more details on this case study, you can download the full version in English or Spanish.
Posted by Frank Albert Coates, Product Marketing Manager, Mobile ads
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| Meliá Hotels International mobile site |
After launch of their site, they have observed that it is typically business travelers reserving hotel rooms from mobile devices. This customer segment looks for city-based hotels and makes reservations very last-minute. These hotel bookings currently account for 70 % of reservations on mobile corresponding to 60 % of revenue.
To ensure that users found their mobile site, Meliá Hotels International already from the beginning implemented AdWords campaigns specifically targeting mobile devices. In August alone, AdWords drove 27 % of their mobile traffic. They have in fact seen traffic from mobile devices increase by six in comparison to 2010 and the number of transactions have multiplied by twelve.
Meliá Hotels International predicts that in the mid-term the use of tablet devices will result in a significant rise in holiday hotel reservations. Due to the large screen-size and interactive features it becomes much easier for customers to make decisions when booking their holidays.
For more details on this case study, you can download the full version in English or Spanish.
Posted by Frank Albert Coates, Product Marketing Manager, Mobile ads
Meliá Hotels International multiplies mobile transactions by twelve
Rating: 100% based on 975 ratings. 91 user reviews.
Rating: 100% based on 975 ratings. 91 user reviews.
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