Abba Hotels boosted conversions 15% with Cendyn DMP metasearch campaigns

Before partnering with Cendyn, Abba Hotels faced the common challenge of standing out in highly competitive destinations while reducing reliance on OTAs and driving more direct bookings.

With properties spread across multiple markets, the team needed a more effective way to capture traveler demand at both the high-intent booking stage and earlier in the planning journey, while also maintaining control over marketing performance and spend.

Managing metasearch visibility across multiple channels and platforms can be complex and time-consuming, while the Cendyn Digital Marketing Platform (DMP) enables Abba Hotels to centralize and streamline their metasearch strategy in one solution to increase direct channel growth.

With the Cendyn Digital Marketing Platform (DMP), Abba Hotels launched a robust metasearch strategy designed to capture demand and drive profitable direct revenue.

Through the DMP, they activated classic paid metasearch campaigns across Google Hotel Ads, Kayak, Tripadvisor, Trivago, and Skyscanner to target high-intent, ready-to-book travelers searching specifically for their properties.

At the same time, they expanded visibility with destination-focused campaigns—such as Google Travel Promotion Ads and Tripadvisor Sponsored Placement—to capture early demand from travelers searching for terms like “4-star hotel in Barcelona.” To further maximize exposure, they also enabled free metasearch campaigns via Google Hotel Ads Free Booking Links.

All campaigns were managed in Cendyn’s centralized, comprehensive DMP, enabling Abba Hotels to streamline execution, optimize performance, and strengthen their direct booking strategy.

In the second half of 2025, Abba Hotels achieved measurable gains across its metasearch campaigns compared to the same period in 2024. Conversion rates increased by 15%, reflecting stronger on-site performance and more qualified traffic.

Revenue per click rose by 27%, demonstrating improved efficiency in turning demand into high-value bookings. At the same time, return on ad spend (ROAS) grew by 4%, highlighting a meaningful uplift in overall campaign profitability driven through Cendyn’s Digital Marketing Platform.