Digital Performance Marketing Boosts Luxury Resort Bookings Amid Pandemic
Technology Category
- Sensors - Temperature Sensors
Applicable Functions
- Sales & Marketing
Use Cases
- Behavior & Emotion Tracking
- Livestock Monitoring
About The Customer
Posadas is a leading hotel operator in Mexico, with a portfolio of renowned brands including La Colección, a luxury resort brand. The company was facing a significant downturn in the travel industry due to the COVID-19 pandemic. Despite the challenging environment, Posadas was committed to maintaining its market presence and attracting high-intent customers. The company turned to Iris' Performance Marketing team to develop and implement a data-driven digital marketing strategy that could stimulate bookings and build brand awareness.
The Challenge
Posadas’ La Colección luxury resort brand was facing a significant downturn in the travel industry due to the COVID-19 pandemic. The challenge was to launch an effective digital marketing campaign that could attract high-intent markets and stimulate bookings despite the unfavorable environment. The campaign needed to highlight the extraordinary experiences offered by La Colección and build a base of awareness, while also pushing for bookings as the situation began to improve.
The Solution
The Performance Marketing team at Iris developed a data-driven strategy that combined high-intent markets with historical high-propensity O&D pairings (originating and destination markets). They launched an integrated digital campaign with inspirational creative that highlighted the extraordinary experiences of La Colección. The media plan utilized a multi-tiered geotargeting approach, stacking first-party and third-party travel behavior and intent data. This approach proved extremely valuable, particularly when combined with contextual overlays. The team carefully monitored overall booking patterns, building a base of awareness and then adding a push for bookings as the environment began to improve. The messaging was delivered through omni-channel 'resort-centric' formats designed to elevate the upscale lifestyle of the resort. These assets helped to drive credibility, following up with sequential messaging designed to cultivate the relationship.
Operational Impact
Quantitative Benefit
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