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Skiathos Palace Case Study

Silver Award at Best Performance in Travel & Tourism

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+165.57% Ιn Direct Bookings VS 2019
Skiathos Palace  Metrics
+33.2% % Ιn New Hotel Reservations VS 2019 (Pre-Covid Period)
Skiathos Palace  Metrics
Skiathos Palace Overview
The Client

Skiathos Palace Hotel is one of the best hotels in Sporades islands and overall Europe. Skiathos Palace is located on a pine hill offering a breath-taking view over Koukounaries beach. The Skiathos Palace combines astonishing natural beauty with luxury services.

Skiathos Palace  Logo
The Objectives

-Increase in direct onsite bookings & booking value vs aggregators
-Increase in sales compared to 2020 but also compared to 2019

Skiathos Palace  Case Study
Skiathos Palace  Case Study
The Challenges

The main challenge we had to face was the restrictions that each country announced, to and from Greece, due to Covid-19 safety measures, leading to travelers’ uncertainty to book their holidays in Greece.

In addition, one of our main target countries, the UK, had characterized Greece as an orange zone. So, the British did not want or was too difficult to visit our country during the summer of 2021.

Finally, a large part of the reservations came from the aggregators (such as booking.com, etc). We wanted to limit these bookings by bringing prospective customers to make their reservation directly through our site.

The Strategy

Given the situation with Covid-19, we first conducted detailed research of the countries where most citizens were vaccinated and also there was active demand for vacations in 2021 (such as Israel where 85% of the population was fully vaccinated).

In addition, we analyzed data from the last 3 years from the customer's CRM and concluded to the countries with the largest Sales Revenue.

Based on the results, we focused our campaigns to the following countries, Greece, Cyprus, Serbia, Italy, England, Israel

Skiathos Palace  Case Study
Implementation

GOOGLE ADS


STEP A - Google Search Ads

We analyzed the aggregators and created Search Campaigns with branded keywords.

We conducted research for terms such as hotels in Skiathos and created separate campaigns for each target country (Greece, Cyprus, UK, Serbia, Israel, Italy) so that we can have better control of budget and performance. Ad copies were related to the country of targeting.

STEP B - Google Display Ads

We ran Remarketing campaigns in custom lists with users who visited the hotel-site but did not book. We led these users to a special Landing page with an early booking offer in order to do online booking immediately, since they were already one step down in the funnel.

 

SOCIAL MEDIA ADS

STEP A - Facebook Conversions Campaign

We created audiences with new users interested in hotel booking and travelling to Greece & Skiathos for their holidays, and relevant aggregators (Booking.com etc.) as well.

We created campaigns for each target country (Greece, Cyprus, UK, Serbia, Israel, Italy) so that we can have better control of budget and performance. Ad copies were related to the country of targeting.

STEP B - Facebook Remarketing Campaign

We ran Remarketing campaigns in custom lists with users who visited the hotel-site but did not book. We led these users to a special Landing page with an early booking offer in order to do online booking immediately, since they were already one step down in the funnel.

Results
+33.2%
Ιn New Hotel Reservations Compared to 2019
+33.2%
+165.57%
In Direct Bookings Compared to 2019
+165.57%
Peak Performance Award
Silver Award at Best Performance in Travel & Tourism
Peak Performance Award
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