Makarem reached +122% YoY ROAS on metasearch with Cendyn DMP
THE CHALLENGE
Makarem sought to elevate their digital advertising strategy, with a strong focus on metasearch, to maximize direct bookings and improve ROI. Their key challenges included:
- Optimizing metasearch performance: They needed a data-driven approach to ensure their hotels reached the right audience at the right time.
- Enhancing guest targeting: They wanted to leverage first-party data to refine audience segmentation and personalize campaigns for higher conversion rates.
- Reducing OTA dependency: While OTAs remained part of their distribution strategy, increasing direct bookings was a priority to improve margins and strengthen customer relationships.
- Utilizing real-time data: They required a platform capable of integrating multiple data sources to deliver actionable insights and dynamically optimize bids.
By partnering with Cendyn through the Digital Marketing Platform (DMP), Makarem aimed to unify their data, improve their metasearch strategy, and drive higher engagement with potential guests.
THE SOLUTION
According to Makarem, one of the standout features of Cendyn DMP is its advanced audience segmentation and dynamic bidding optimization. The ability to harness real-time data and tailor Makarem’s metasearch campaigns based on guest behavior, demographics, and booking intent has been a game-changer.
Additionally, the integration capabilities with Makarem’s CRM and digital marketing ecosystem have allowed them to create a more personalized and effective customer journey. The AI-driven insights also help the hotel make data-backed decisions, ensuring that marketing spend is always optimized for maximum impact.
"Partnering with Cendyn and leveraging their DMP has empowered us to seamlessly leverage our first-party data, optimize our metasearch campaigns, and deliver personalized experiences, driving exceptional results. In 2024, we exceeded our goals, achieving remarkable growth in both revenue and direct bookings."
THE RESULTS
In 2024, Makarem saw impressive results with a 141% increase in revenue, 208% growth in direct bookings, and a 122% rise in ROAS compared to 2023.
This success was driven by Cendyn DMP, and by using this easy-to-use, comprehensive platform, Makarem optimized their digital advertising campaigns, resulting in more direct bookings and higher revenue.
The platform’s ability to transparently track performance data and optimize marketing spend played a key role in exceeding their goals.
Makarem
About
Makarem has carefully paired the epitome of international standards with world-renowned Islamic hospitality. Whether you come for Umrah, Ramadan, Hajj, family, or business, their comprehensive and unique array of exclusive services will ensure that your trip will be rich in both comfort and purpose. Each Makarem location is carefully hand-picked so to take into account the needs and expectations of each guest, recognizing and addressing their particular requirements, and assisting them whenever needed.
