Iris Case Studies Digital Performance Marketing Boosts Luxury Resort Bookings Amid Pandemic

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	Digital Performance Marketing Boosts Luxury Resort Bookings Amid Pandemic Iris

Digital Performance Marketing Boosts Luxury Resort Bookings Amid Pandemic

Iris

Technology Category	Sensors - Temperature Sensors
Applicable Functions	Sales & Marketing
Use Cases	Behavior & Emotion Tracking Livestock Monitoring
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Technology Category

Sensors - Temperature Sensors

Applicable Functions

Sales & Marketing

Use Cases

Behavior & Emotion Tracking

Livestock Monitoring

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.

About 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.

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.

Impact #1	The innovative Mextraordinary campaign outperformed expectations, demonstrating the effectiveness of a data-driven, multi-tiered geotargeting approach in a challenging market environment. The campaign's success was attributed to its ability to attract high-intent audiences and stimulate bookings, despite the downturn in the travel industry. The campaign also helped to build brand awareness and credibility for La Colección, cultivating a relationship with potential customers through sequential messaging. The COO of Posadas, Enrique Calderón, praised the Iris team's proactive approach and ability to adapt to the ever-changing travel environment.

Impact #1

The innovative Mextraordinary campaign outperformed expectations, demonstrating the effectiveness of a data-driven, multi-tiered geotargeting approach in a challenging market environment. The campaign's success was attributed to its ability to attract high-intent audiences and stimulate bookings, despite the downturn in the travel industry. The campaign also helped to build brand awareness and credibility for La Colección, cultivating a relationship with potential customers through sequential messaging. The COO of Posadas, Enrique Calderón, praised the Iris team's proactive approach and ability to adapt to the ever-changing travel environment.

Benefit #1	Web-based bookings increased 15% over the prior year
Benefit #2	This increase occurred when overall bookings to these destinations had dropped to 50% of prior volumes due to COVID-19

Benefit #1

Web-based bookings increased 15% over the prior year

Benefit #2

This increase occurred when overall bookings to these destinations had dropped to 50% of prior volumes due to COVID-19

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Overview

Digital Performance Marketing Boosts Luxury Resort Bookings Amid Pandemic

Operational Impact

Quantitative Benefit