How important call tracking is in travel industry to optimize online marketing budget. See how Meliá did it.
Meliá Hotels International was founded in 1956 in Palma de Mallorca, Spain, and is one of the world’s largest resort hotel chains. It currently provides more than 350 hotels in 35 countries on 4 continents under its brands: Gran Meliá, Meliá, ME, Innside, Tryp by Wyndham, Sol, Paradisus and Meliá Club.
Even though the reservation process on all specific Meliá hotel pages is very quick, straightforward and easy to understand, Meliá wanted to go that extra step forward and offer their potential customers a more humanized and rewarding first experience. Similar to the experience that a customer receives when he or she arrives at one of Meliá´s splendid hotels.
Meliá also wanted to be able to track all marketing initiatives, calls and business performance statistics. With life on the internet getting more and more competitive and online lead generation costs increasing by the minute, there is a great need for more insights on the actual performance of your online marketing campaigns, from initial search to final purchase via the telephone.
Meliá needed to boost sales conversion and optimize the ROI of their online marketing budget, that’s why they chose Whisbi’s flagship solution: Sales Booster.
Thanks to Whisbi Sales Booster, Meliá are now able to measure the performance of their online marketing campaigns including display, SEM, SEO and retargeting plus the performance of their call center and the satisfaction of their customers all at once, synchronized and in real time. An all round complete and rewarding package that had never before existed on the market.
How does it work?
Whenever a potential customer who has found Meliá through an online search (SEM) goes to the Meliá main page, Whisbi registers this potential customer in the analytics dashboard, called the Whisbi Deck, as a click from the Meliá SEM Marketing campaign. If the same person decides to know more about a particular hotel on the web site and clicks on the Click-To-Whisbi call-to-action displayed on Meliá’s web site, Whisbi registers this in the Whisbi Deck as a Lead.
The communication between Meliá’s sales agent and the customer starts within 5 seconds after the click. The sales rep is able to:
Once the deal has been done, the sales representative can register the sell in the Whisbi Deck and any comments related to it. When the call ends the customer is requested to fill in a short online survey related to the quality of the interaction and then has the possibility to share their experience via popular social media channels such as Facebook and Twitter.
So there you have it, not only can Meliá know where the customer came from, in this case SEM, but can also track and measure the whole purchase cycle up until whether or not the customer was satisfied with the service. Also, by allowing the customer to share their experience via social media channels, Whisbi is helping Meliá generate more visibility and leads for the future.