The Challenge

IBEROSTAR owns and operates nearly fifty 4 and 5 star luxury hotels in the Americas. Now in our 13th year as agency of record, we’ve witnessed wild swings in how people book travel. At the turn of the millennium, online booking engines were predicted to overtake the industry. And they certainly have changed the game. But the forecast that travel agencies would all be extinct has not come to pass. Instead, for the better part of the decade, we have been devising new and innovative ways to reach and connect with tour operators and travel agents, positioning IBEROSTAR as their partner in all-inclusive, luxury travel.

Deliverables

  • User Experience
  • Data Analytics
  • Competitive Review
  • Consulting and Planning
  • Social Audit
  • Brand Positioning & Strategy
  • Digital Strategy
  • Marketing Plan
  • Integrated Traditional and Digital
  • Market Research
  • Video Production
  • Website Development
  • User Experience
  • Collateral
  • Trade Show
  • Planning and Buying
  • Consumer and B2B
  • Dashboard Reporting

“Scott and his team have become an extension of our department. They now have just as much expertise in our business and the travel industry as we do.”

– John Long
VP Sales & Marketing

The Ignition Process

An Agent’s BFF

Discovery

One of nine competitors in a cluttered category, IBEROSTAR draws 75% of sales through a network of independent travel agents. Research indicates that the avalanche of information online has caused more consumers to look for a personal travel agent, making this audience an even more critical gatekeeper.

Strategy

Our strategy was to position IBEROSTAR as a partner to the agent. Rather than trying to sell them something, we would offer robust tools to help agents succeed, plus valuable rewards for their loyalty.

Creative

We conceived and launched the IBEROSTAR Agent Incentives Program, introducing brand immersion opportunities and rewards. To generate new leads each month, we created a drip campaign with digital ads and emails featuring special promotions and landing pages.

Metrics & Refinement

Since the launch of the program, IBEROSTAR has experienced a 15% growth in their agent network. Incremental bookings have averaged $1MM per promotional campaign and margins have also increased by 8%.

 

 

Iberostar