-
Grand Hotel Pacifik – Image Credit Cendyn
THE CHALLENGE
Ensana partnered with Cendyn through the Digital Marketing Platform (DMP) to minimize costs while maximizing efficiency, aiming for a higher return on ad spend (ROAS) compared to their previous partner, for metasearch classic and destination ads.
They wanted to maintain full control over campaign management, enabling them to make real-time optimizations and strategic decisions without relying on a third party. Cendyn DMP was the solution that would empower them to consolidate all campaigns on a single platform, ensuring greater efficiency, flexibility, and streamlined operations.
This partnership was driven by the need for greater autonomy, cost-effectiveness, and improved results in their digital marketing efforts.
THE SOLUTION
Cendyn DMP provided Ensana with a comprehensive solution to achieve its goals of cost reduction, efficiency, and enhanced campaign performance. They could strategically launch both classic metasearch campaigns targeted at ready-to-book travelers and destination metasearch campaigns, such as Tripadvisor Sponsored Placement, to put their hotels front and center at their destination.
By consolidating all digital marketing efforts onto a single platform, Ensana gained full control over campaign management, allowing them to make real-time optimizations and strategic decisions without external dependencies.
The DMP’s advanced data-driven insights and bidding automation enabled higher performance results for metasearch campaigns on Google Hotel Ads, Tripadvisor, and trivago, surpassing previous performance benchmarks. With streamlined operations and greater flexibility, Ensana successfully enhanced its digital marketing strategy while maintaining productivity and autonomy.
Partnering with Cendyn has been a game-changer for Ensana. Their centralized, data-driven approach has empowered us to take full control of our campaigns, leading to great results—with direct bookings and revenue via metasearch campaigns growing by 141% and 115% YoY, respectively. Cendyn DMP has given us the control, flexibility, and efficiency we needed to maximize our digital marketing efforts. Lukas Bek Group Director of Digital Marketing, Ensana
THE RESULTS
By leveraging Cendyn’s Digital Marketing Platform, Ensana achieved significant improvements in their digital marketing performance in 2024 compared to the previous year.
Their annual ROAS reached an impressive 29.6x, reflecting a 4% growth from 2023. Additionally, direct bookings via metasearch campaigns saw an impressive 141% increase, while revenue generated through these campaigns grew by 115%. There was also a 37% growth in clicks for Tripadvisor Sponsored Placement campaigns, reflecting a boost in the hotel’s visibility.
These results highlight the effectiveness of Cendyn DMP centralized and data-driven approach, enabling Ensana to optimize their campaigns to drive higher engagement and conversions while maintaining cost efficiency.
About Ensana
Ensana is Europe’s leading health spa hotels and resorts, with 24 properties across 6 countries, which are Bulgaria, Czech Republic, Hungary, Romania, Slovakia and the UK. Many of Ensana’s hotels are located in Europe’s most important spa towns, and have a rich history of hosting emperors, poets, composers and artists from around the world, in many cases welcoming returning guests for more than a decade.
About Cendyn
Cendyn is a global hospitality cloud-based technology company that enables hotels to drive revenue, maximize profitability, and create deeper connections with guests through its integrated solutions.
Serving hoteliers for nearly 30 years, Cendyn drives commercial success for hotels through its Find, Book, Grow promise: find the right guests; drive them to book direct, and grow loyalty and revenue across the spectrum of digital guest interactions.
Cendyn has over 32,000 customers worldwide in more than 150 countries – including brands such as Outrigger Hospitality, Hyatt, IHG, Aman Resorts & Hotels, Relais & Châteaux, Highgate, Banyan Tree Hotels & Resorts, Coraltree Hospitality, and Onyx Hospitality Group – generating more than $20 billion in annual hotel revenue. The company supports its growing customer base from locations across the globe, including the United States, France, the United Kingdom, Singapore, Bangkok, and India.
