Atlantica Hotels and Resorts is one of the largest privately-owned, leisure destination groups in Greece. Founded in Limassol in 1981, the luxury chain has expanded to over 40 hotels, primarily located in Cyprus, Greece and Egypt. Cyprus locations are found across Ayia Napa, Limassol, Paphos and Protaras.

Committed to “maximising the value of their customer relationship”, the company offers a diverse range of holiday experiences, from family vacations and all-inclusive to adults only. Service exclusives range from Wedding, Party and Business Event planning to ‘Relax and Pamper’ therapy sessions, and membership discount reward schemes.

Atlantica Hotels

The Brief

In a rapidly technology-driven, on-demand economy, the global hotel and hospitality industry is fiercely competitive. Potential hotel customers are always looking for “personalised” experience, and increasingly expecting innovative smartphone technology, access and engagement.

The Search Marketing Shop is often called up to create campaigns around short but fast moving promotions. Our team of experienced digital professionals work closely with the Group’s own in-house marketing team to ensure maximised content delivery, and to budget.

Each hotel has a different audience demographic, for which, we create precisely targeted PPC strategies, aimed at, for example, couples with children, the over 35 year olds or aged under 65. Client only pays for clicks from the hotel’s key target audience groups.

performance based marketing how it-works

Highlight Campaign: Black Friday 3 day Sales Promotion – 25% discount at all Atlantica hotels

Multiple country targeting using different keywords often used for holiday/vacation. 

– Stronger keyword research tools deployed.

Cross device remarketing with higher bids on desktop when user may be at point of sale.

Average 2.4 per cent conversion rate on desktop compared to 0.7 per cent conversion rate on mobile (Travel industry standard data).

Google’s Affinity selected audiences key to each campaign.

Web pages containing keywords, topics and remarketing lists separated into ad groups, and bids carefully managed.

Placement exclusions emphasised.

Target audience crucial as ads are shown in multiple countries.

Atlantica Hotels Google AdWords Black Friday Campaign

The Results

Goal conversions achieved:

  • 85,375 impressions with a 0.73 per cent CTR, i.e. clicks on Display Ad
  • 1.8 per cent conversions on Smart phone
  • 8.9 per cent desktop conversions – double the hotel industry average of 4.5 per cent (FastBooking, 2017)

Atlantica Hotels was able to instantly see and clearly evaluate the effectiveness of the Ad promotion on different user devices prompting a huge surge in bookings, and the sales goal of Black Friday.

Case Study - The Results - Atlantica Hotels
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