Technological advancements and artificial intelligence (AI) have formed part of companies' day to day for years, providing them with increasingly effective marketing tools to get the right message to the right user at the right time.
The GMPAs recognise the industry's most innovative and high-tech projects developed using Google tools. This year,
RIU and
The RIU hotel chain was looking to enhance its campaigns to capture customers by aiming them at higher-value and profitability customers, improving user experience without lowering the number of conversions into bookings. In partnership with
Structure first-party data: The first step was to structure first-party data on Google Cloud to create a customer data platform (CDP) architecture adapted to its needs and structure.
As
Coordinate teams: Define the joint goals between the IT and Digital Channels teams using first-party data as the basis for strategy transformation.
In the words of
Activate first-party data thanks to AI: With Making Science, the Direct Sales and Digital Channels teams launched a variety of proprietary technological solutions based on AI models, which our partner grouped under the name Gauss.
Working with Gauss AI solutions leveraging their first-party data allowed RIU to increase bookings by 99% and double its ROAS (return on ad spend).
ABOUT
The international RIU chain was founded in Mallorca by the Riu family in 1953 as a small holiday firm and is still owned by the family's third generation. The company specialises in holiday resorts and over 70% of its establishments offer its acclaimed All Inclusive by RIU service. With the inauguration of its first city hotel in 2010, RIU is expanding its range of products with its own line of city hotels called
Riu
Contact details
+34 971 743 030
prensa@riu.com
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