An Unexpected Partnership
Meliá Hotels International, Spain’s largest hotel chain, operating more than 350 hotels in 35 countries and 4 continents worked with Gravity on the digital media business in the Americas with a goal to increase general awareness of 4 individual properties and drive bookings across O&O and OTA platforms.
We were asked to overcome the barriers of little to no awareness in the U.S. in parallel to helping them to increase revenue via lowering referral fees from traditional OTA’s.
Through the use of general and proprietary data analysis tools, Gravity identified that 76% of Melia users were found on eBay browsing for travel related items. We also learned that these browsers only made up 0.3% of the total eBay universe, giving Melia the opportunity to reach 99.7% of new audiences.
Through strategic thinking and long standing relationships, Gravity developed and executed the Melia/eBay partnership. This partnership created the first-ever store front for a hotel, featuring an online booking agent and allowing users to learn more, compare prices and eventually book their trip without ever leaving eBay. With our innovative approach not only did we lower their referral fees but we increased overall awareness by 16% in less than 3 months.