Hoteles City Express
(Mexico, Chile, Colombia & Costa Rica)

The main elements investigated were:

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• the sales channels (online and offline) used by the guests to acquire the services; 

• the organic and paid strategies implemented by the firm.

• the behavior of the guests based on the channel through which they have acquired the service (traditional agency, OTA, business client, MICE, B2B online agency, events); 

• the types of preferred destinations and the offerings they should include to attract each guest segment (urban vs. rural properties);

• the competitors (by location, category, and services); 

• the mobility preference (private car vs. public transport); 

• the preferences by age group (expected services, promotions, and trends impacting each age group and guest segment); 

• competitors' marketing communications and campaigns (social media, websites, ads, promotions, fidelity programs, etc.);

• domestic vs. international tourists per destination;

• preferred travel distance from home;

• average daily expenditure per type of traveler;

• travel purposes;

• hotel average occupancy by market and category.

As a result of this research, we implemented a new digital marketing strategy to increase organic traffic, with a focus on attracting non-business travelers to the hotel chain. Additionally, a new approach and services aimed at attracting business clients have been added to the offering, enhancing the accommodation and event spaces.