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Hotel Leman
The Hotel & Apartments Leman is a family-run establishment located on the seafront of Playa de Palma, one of the main tourist destinations in Mallorca.
Traditionally linked to tour operator tourism, in recent years the hotel has begun a transformation process to regain control over its sales and move towards more direct and profitable marketing.
Its team combines hotel experience with a mindset open to marketing, technology and advertising investment as a driver of growth. This attitude has been key to transforming its distribution model and positioning itself as an example of profitable direct sales in a highly competitive destination.
CRM Management
Social Media
Advertising investment
Web optimization
Objective
The challenge was to reduce dependence on the traditional model based on tour operators and build a profitable, scalable and long-term direct channel.
From the beginning, both the hotel management and our team agreed that the key was not only to "be visible", but to generate a constant flow of direct bookings through efficient campaigns and a digital experience aligned with the expectations of the current customer. To achieve this, we designed a strategy focused on working on attracting customers at the source -before they landed in Mallorca- through paid advertising, well-positioned content and a clear value proposition at each point of contact.
The approach was clear: reduce dependence on intermediaries without breaking the distribution mix, optimizing every euro invested in marketing to obtain the maximum return.
Results
Key performance indicators
18.638,26 €
721.252,95 €
38,70 €
2.58 %
CAC (cost of acquisition per customer)
900 €
Average monthly investment in ADS campaigns
Percentage of direct bookings
23 %
32.5 %
How we have done it
The success of Hotel Leman does not respond to an isolated action, but to a comprehensive strategy designed to impact all phases of the funnel and optimize each point of contact with the client. From the beginning, hotel and agency worked with a long-term vision, fully aligned to guarantee consistency and results.
Campaigns that convert
Web optimized for conversion
Content and local SEO
Connected technology
To ensure smooth and autonomous operations, key technological solutions were integrated: an optimized booking engine, an efficient channel manager and automations that ensure real-time availability.
In addition, the internal team was trained to promote direct selling from the first point of interaction with the customer.
Strategic social networks
Social media played a key role in community building and brand positioning. An editorial line aligned with the hotel's identity was defined, complemented with paid media and remarketing actions focused on conversion.
