RIU Hotels & Resorts

The Objective

Understanding TikTok’s true contribution to the media mix

RIU Hotels & Resorts is a global hospitality brand known for its all-inclusive beachfront properties and exceptional guest experiences. Operating in a highly competitive travel market, RIU Hotels & Resorts wanted to better understand the real value of TikTok beyond last-click attribution.

Their goal was to measure TikTok’s impact across the entire customer journey, from sparking interest to driving meaningful lower-funnel actions. RIU Hotels & Resorts aimed to uncover how TikTok contributed to searches and conversions that might not be directly credited in traditional reporting, so they could make smarter investment decisions and optimize their overall media mix.

The Solution

Using Conversion Lift Study to measure and prove incremental impact

To address this need, RIU Hotels & Resorts partnered with TikTok to run a rigorous Conversion Lift Study (CLS) leveraging In-Feed Ads as part of their always on strategy. The study measured TikTok’s incremental impact on key actions including searches on Google and other engines, on-site web searches, and deeper funnel events like start checkout and purchases.

The creative strategy focused on engaging, authentic video content designed to drive consideration and action, while the Spark Ads format allowed RIU Hotels & Resorts to integrate this content natively in the For You feed, maximizing reach and relevance. TikTok’s advanced measurement solutions enabled RIU Hotels & Resorts to isolate and prove the platform’s true contribution and assist value—data that would inform immediate media optimization.

The Results

Demonstrating meaningful incremental growth across the funnel

The Conversion Lift Study delivered strong incremental results that proved TikTok’s role across the entire funnel.

• Google Searches increased by 8.6%,

• Web Searches surged by 91.4%,

• Start Checkout events grew by 86.8%, and

• Purchases rose by 58.3%.

These results demonstrated that TikTok is not only effective at building awareness but also at driving high-value, lower-funnel actions. By proving this assist value with robust, incremental data, RIU Hotels & Resorts is now better positioned from a data perspective to justify future investments on the platform, and optimize its media strategy for sustainable growth.