Princess Hotels & Resorts
Discovering the Caribbean as the perfect summer vaction destination
The objective
Taking vacation bookings to the Caribbean
Since 1967, Princess Hotels & Resorts has been providing holiday-makers with luxurious accommodation in stunning locations in the Canary Islands, Barcelona, Dominican Republic, Mexico and Jamaica.
The Spanish company employs more than 8,300 people across its 23 establishments, and offers its customers more than 11,000 rooms to choose from. Princess Hotels & Resorts prides itself on providing guests with a personalised and unforgettable holiday experience at a competitive price.
As summertime approached, the company wanted to maximize its chances of a successful holiday season by promoting its great Punta Cana and Rivera Maya vacation deals and increasing the number of bookings. TikTok was seen as the perfect place to connect with its target audience in the United States and creatively highlight the attractive Caribbean destinations.
The solution
Flying high with engaging content, In-Feed Ads and Interactive Add-ons
Princess Hotels & Resorts can be found on TikTok under the handle @princesshotelsresorts. At first glance it may appear that the Spanish business isn’t very active on the platform as there are no visible videos on its profile, but this will change in 2024 with organic posts, but one of the benefits of advertising on TikTok, your business can reach a target group of people without the need to post videos directly to your profile. And, with the help of digital marketing agency Mirai, that’s exactly what Princess Hotels & Resorts did.
The holiday-makers ran a series of In-Feed Ads, targeting specific age groups based in the United States. The content focused both on their Punta Cana and Riviera Maya destinations, showing beautiful shots of what travellers could look forward to on a Caribbean getaway, and on highlighting the facilities and luxuries that Princess Hotels and Resorts’ offer its customers.
A/B tests were carried out to see which creative performed best and how it benefited by utilising Interactive Add-ons, such as Viewing Cards, Voting Stickers, and Gift Code Stickers.
In order to maximise conversions, the holiday chain then ran a remarketing campaign on TikTok. This targeted those who had viewed or interacted with their website, according to the destination and resorts in Punta Cana and Riviera Maya, but were yet to convert. By optimising the campaign for Complete Payment and Conversions, Princess Hotels & Resorts was able to achieve excellent results that saw its holiday bookings take off.
The results
Feeling re-energised thanks to another successful campaign on TikTok
Thanks to its engaging content, A/B testing, and use of TikTok Interactive Add-ons, coupled with In-Feed Ads, the campaign proved to be a great success for Princess Hotel and Resorts.
Over the course of the summer months, the Spanish vacation experts successfully engaged with its target audience on TikTok and achieved a ROAS of 25.74, 129 completed payments, and an impressive conversion rate of 7.75%.
When it comes to advertising success, destinations don’t come much hotter than TikTok.
TikTok is currently the perfect platform to reach Gen Z and Millennials in an easy, simple, and attractive way. We have defined a remarketing strategy coordinated with the Mirai and TikTok teams, obtaining very positive ROAS in just a few months. Our next step is to complete the full-funnel strategy.