“Barceló Hotel Group and Jakala Iberia found theperfect mix to develop their content strategy by working
with Taboola. Launching native ads across Taboola’s vastnetwork allowed us to set a new path for theusers, where
they could be first attracted with interesting content andthen redirected to an e-commerce experience. Currently,
Taboola’s native ads are getting lower CPCs and better
engagement rates than other channels.”- Manuela Misuraca, Performance Marketing
Manager, Barceló Hotel Group

4X

Increase in HighQuality Clicks Leading
to Path to Conversion

91%
T RAV E L

Barceló Hotel Group & Jakala Iberia
Achieve 91% Decrease in Cost Per New
Qualified User with Taboola Native Ads

Decrease in Cost
Per New Qualified
User in Spain

400%

Increase in Average
Session Duration inSpanish Market

COMPANYBarceló Hotel Group is a travel brand that offers exclusive
accommodations worldwide. Jakala Iberia is a datadriven company that helps brands to meet their goals with
programmatic and other online advertising solutions.

CHALLENGE
Increase upper-funnel engagement, helping people insearch of their next vacation find Barceló Hotel Groupand build a relationship with the brand.
SOLUTION
Use Taboola Image Ads to promote Barceló HotelGroup’s inspirational travel content, reaching target
audiences in the UK and Spain across top publisher sites.
RESULTSWith Taboola and Jakala Iberia, Barceló HotelGroup drove a 2X increase in CTR, 4X increase inhigh-quality clicks, 75% decrease in cost per new
qualified user in the UK market, and 400% increase inaverage session duration in the Spanish market.

Barceló Hotel Group Targets International
Travelers Across Leading Publisher Sites

Introduction
Barceló Hotel Group is a travel brand thatoffers exclusive accommodations worldwide.
With more than 90 years of experience inthe national and international tourism sector,
Barceló Hotel Group runs more than 250
hotels across over 25 countries. The company
operates across four international brands:
Royal Hideaway Luxury Hotels & Resorts,
Barceló Hotels & Resorts, Occidental Hotels &Resorts, and Allegro Hotels.
Jakala Iberia is a data-driven company thathelps brands to meet their goals with endto-end advertising solutions. Jakala Iberia
lays the foundations to activate personalized
experiences at scale with a focus on deliveringvalue through a consulting process specializedin business, data, technology, and design.

Barceló Hotel Group Inspires & Engages Travelers
with Taboola Image Ads

Barceló Hotel Group Drives 2X CTR Increase withTaboola and Jakala Iberia

Barceló Hotel Group uses a full-funnel strategy to increase theirengagement and boost their digital sales. Having covered the lower parts of
their funnel, they were looking for an innovative way to engage customers at
the beginning of their path to purchase. Specifically, Barceló Hotel Groupwanted to reach people in Spain and the UK who were in search of theirnext vacations.

To reach just the right audiences, Barceló Hotel Group and Jakala
Iberia used Taboola’s travel audience segments and distributed ads
across top publisher sites like MSN.com and ElMundo.es. Each ad led
to its corresponding “Pin and Travel” article. Once users clicked through,they could receive travel advice and inspiration, and then explore Barceló
Hotel Group’s hotels to book their stay.

Instead of just promoting their services with traditional ads, Barceló HotelGroup decided to take an inspirational approach — sharing content to helppeople establish a relationship with their brand. They just needed the righttools to make it happen.

Backed by Barceló Hotel Group’s travel content, Jakala Iberia’s dataexpertise, and Taboola’s distribution platform, the campaign drove
significant improvements across several key metrics. Taboola’s native adsgenerated a 2X higher clickthrough rate than Barceló Hotel Group’spromotional creatives. They also generated a 4X increase in high-quality
clicks, leading more users to the path to conversion.

That’s where Taboola was able to help.
As a leading content recommendation platform, Taboola helps advertisers
reach nearly 600 million daily active users with native ads across the openweb. Meaning, Barceló Hotel Group could use Taboola’s expansive reachand innovative ad formats to target audiences with inspirational content.
Together, they carefully selected articles from the brand’s “Pin and Travel”
online magazine, and crafted a Taboola Image Ad around each one.
The Taboola account management team helped Barceló Hotel Groupbuild more robust ads by including call-to-action (CTA) buttons anddescriptions. These features provided users with more pre-click information,
inspiring them to click through and learn more. Taboola also provided realtime creative recommendations to help improve viewable clickthrough rate(vCTR) and traffic volume.

Going further, the Taboola campaigns drove higher-quality traffic,
generating a 91% lower cost per new qualified user in the Spanish
market and 75% lower cost per new qualified user in the UKmarket. They also led to a whopping 400% increase in average
session duration in Spain.
Not only did Taboola outperform promotional advertising channels; theyalso outperformed Barceló Hotel Group’s other native ad channels.
Taboola’s native ads drove lower cost-per-click (CPC) results andbetter engagement rates.
After the success of the Spain and UK campaigns, Barceló Hotel Groupnow plans to launch future Taboola campaigns in new markets. They
also look forward to retargeting their “Pin and Travel” audiences withpromotional content, driving them further along the path to purchase.