Year-on-year increase in bookings from TripAdvisor, compared to generic management platform.
CLIENT
Club Med
Club Med: Skyrocketing Metasearch ROI from Google Hotel Center & TripAdvisor
Challenge
Grow Club Med resort bookings from Metasearch in 35 global markets
As the global leader in all-inclusive vacations, Club Med operates a wide portfolio of resorts across the world. Metasearch is a critical acquisition channel internationally, but reliance on generic metasearch management platforms limited transparency, constrained optimisation and introduced quality control risks at scale.
The challenge was to reduce dependency on intermediated platforms while driving consistent, high-quality visibility for Club Med’s resorts when users search for accommodation on Google Hotels and TripAdvisor.
To protect growth and performance, Club Med needed a more precise, hands-on approach that would allow testing, learning and scale rapidly.
Strategy
Reclaim Metasearch control to unlock competitive advantage and improve marketing performance.
Generic metasearch management platforms limit control and visibility, making it difficult to compete.
The strategic decision was to own the metasearch channel directly, restoring control over pricing, bidding and visibility.
By setting up a direct Google Hotel Center account with API connections, and owning the TripAdvisor relationship, Club Med’s marketing team and agency were empowered to better optimise metasearch visibility.
Execution
Setup technical solutions for price accuracy and advanced bid management
Google Hotel Center enforces strict price-accuracy standards, requiring Club Med to deliver near real-time pricing across all its resorts, over a wide range of parameters from travel dates to country of origin.
Accuracast engineered a robust real-time integration between Google Hotel Center and Club Med’s systems via an API, maintaining exceptional pricing accuracy over time and across multiple international markets.
A bespoke bid management system was also designed to maximise Club Med’s visibility on TripAdvisor, optimising organic presence for Metasearch placements, while selectively activating Sponsored Placements where they delivered incremental value.
Custom dashboards gave Club Med full transparency into performance, allowing accurate ROI measurement.
Google Hotel Search channel ownership
Smarter bid optimisation on TripAdvisor
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