Meliá Hotels International
Driving Profitability with Travel Ads
The Objective
Winning Attention in a Fast-Moving Travel Market
Meliá Hotels, a global leader in hospitality, set out to boost advertising performance during the highly competitive Discount Season—a key moment in the travel industry. With a focus on strategic markets like Spain, the UK, and the US, the primary goal was to maximize ROAS while maintaining cost efficiency.
In an environment where purchase decisions are fast and comparative, Meliá faced the challenge of cutting through the noise, capturing real purchase intent, and scaling results in a sustainable way. This created a powerful opportunity to rethink how to activate high-performance campaigns with conversion efficiency at the core.
The Solution
Intent Meets Innovation: Activating Travel Catalog Ads on TikTok
To achieve its profitability goals, Meliá Hotels integrated Catalog Ads for Travel into its TikTok strategy. Powered by TikTok's travel intent model, this format enabled the brand to deliver highly relevant recommendations to the right customers, enhance CTR, and boost sales by highlighting key selling points. As a result, the campaign achieved significant performance improvements, exceeding expectations.
The Results
Performance Unlocked: How Meliá Turned Scrolls into Bookings
Recognizing a clear opportunity to boost performance during the highly competitive Discount Season, Meliá Hotels took a bold step: integrating TikTok’s newly launched Travel Ads into its always-on strategy.
With a clear focus on maximizing return on ad spend (ROAS) and maintaining strong cost efficiency, the brand turned to a solution designed specifically for the travel industry—one that could match users’ intent with personalized offers and dynamic content at scale.
The impact was immediate and compelling- By leveraging Catalog Ads for Travel, Meliá was able to deliver highly relevant, product-level creatives that matched user interests in real time. This not only improved engagement but drove measurable performance improvements across all target markets:
Spain: Cost per acquisition dropped by 44%, while ROAS soared by +156% compared to traditional web conversion campaigns.
UK: A remarkable 57% decrease in CPA and a +291% uplift in ROAS demonstrated the power of intent-driven targeting.
US: Despite being a highly competitive market, CPA fell by 73%, with ROAS increasing by +178%.
These outcomes validated the role of TikTok’s Travel Ads as a performance engine for Meliá’s digital strategy, turning inspiration into bookings.