In the highly competitive hospitality sector of Thessaloniki, El Greco Hotel faced a strategic challenge: increasing direct bookings in order to reduce dependency on third-party platforms. While OTAs can offer visibility, they also involve high commission fees and limited control over customer acquisition. The hotel’s goal was not simply to grow bookings in volume, but to shift booking behavior—motivating potential guests who would otherwise reserve through booking engines to instead book directly through the hotel’s own website.
This shift would allow the hotel to retain more of its revenue and gain autonomy over its digital customer journey. Driving this behavioral change required a sharp, data-driven advertising approach that could resonate with audiences at the right time, in the right place, with the right message.
We designed a full-funnel digital strategy combining high-performance Google Ads with social media campaigns tailored for retargeting and brand recall. Our media planning focused on branded search terms and key geographic markets such as Athens and Cyprus, where cost-efficiency and intent signals showed strong potential. At the same time, we crafted localized social content and managed an always-on presence across Facebook and Instagram, amplifying the hotel’s identity and creating a consistent visual footprint. Through campaign refinement, remarketing, and strategic budget allocation, we turned awareness into action—converting interest into valuable direct traffic.
The result was a measurable shift in booking patterns. Our campaigns generated high click-through rates, low CPCs, and steady conversion performance—driving thousands of users from ad interaction to the hotel’s direct booking platform. This success translated into significantly reduced reliance on intermediaries, increased profit margins, and greater control over promotional initiatives. El Greco Hotel emerged not just as a popular city stay, but as a digital-first destination.
