AI use case study: RIU x Making Science

In June 2020, the global pandemic arrives. This drastically affected the tourism sector, leading to closures. RIU Hotels & Resorts was among those companies affected. The company has almost 100 hotels located in 21 different countries. The primary business challenge was to maximise profitability and recover from this difficult period for the tourism industry.

Goal 

The business aimed to improve the relevance of their ads in order to improve profitability. 

Solution 

The AI technology we proposed was our proprietary technology: ad-machina. ad-machina made it possible to personalise RIU’s ads based on the users search term, offering the user a relevant search related to the user’s interests. This also allowed for the possibility to manage and optimise offers in real time thanks to ad-machina. 

Process

To increase performance we decided to:

Enrich the hotel feed with differential amenities for each hotel 

Improve the attractiveness and relevance of generic campaign RSAs

Analyse the cognitive biases with the highest relevance for their target audience and, aided by AI, implement them in their ads

Outcome

The positive impact included a 99% increase in reservations when customising the ad text. A 27% reduction in Cost per Acquisition for non-branded keywords in Google Ads. And a 41% increase in conversion rate for non-branded keywords in Google Ads.