Marketing

📎 Smytravel launched Mybitos, its loyalty program designed to incentivize associated agencies and boost sales with exclusive benefits. Agents can attain different user levels: Economy, Business, or First, with accumulated sales increasing the accounting value of Bitos, which can be redeemed for products from Smytravel, Tourmundial, Club de Vacaciones, and transport consolidator Passengy. Agencies can join for free on Smytravel's website and membership is automatic after the first booking post-registration.

📈 Founded in 2017 in Las Palmas de Gran Canaria, Coco Solution grew from a small startup to a leading digital marketing agency with a specialized focus on the tourism sector. The agency now houses five departments and a team of over 20 digital marketing experts. Success stories include a 300% organic traffic increase for Villa Gran Canaria since 2019 and a 158.8% booking increase with a 179% ROAS improvement for another hotel group. Coco Solution emphasizes personalized services, including web and app development, strategic SEO and SEM, social media management, and creative design, supported by its proprietary "Growth Up SEO" methodology and ACAI ecosystem tools.

📣 Google Hotel Ads updated to include real-time rates, images, and user ratings through enriched data from travel feeds. Advertisers can integrate their Hotel Centre with Google Ads, enriching search ad formats, which has led to a 20% increase in click-through rates (CTR) during an internal Google study from May 5-30, 2024. The update aims to provide users with detailed information in the ad, reducing additional clicks and potentially increasing hotel page conversions. Global campaigns are now available, though ad designs are illustrative and subject to Google's control. Potential obstacles for hoteliers include setting up a Hotel Centre account and correctly parameterizing links for tracking.

🏖 Turismo de Canarias launched a new winter campaign at the 45th World Travel Market, targeting tourists who respect the Canary Islands' environment, culture, and society. Presented by Tourism and Employment Councilor Jéssica de León, the campaign focuses on responsible tourism and will run from November to March in the UK, Ireland, Germany, France, Italy, the Netherlands, Belgium, Switzerland, Sweden, and Norway, with a €2.5 million budget funded by the European Regional Development Fund. The strategy also aims to diversify markets and reduce vulnerabilities, increasing the presence in France, Italy, Poland and opening new routes to the US, Hungary, Romania, Estonia, Latvia, Lithuania, Slovenia, Croatia, and soon Greece and Serbia.

🚀 Ouigo, the SNCF subsidiary, defies Spain's Transport Minister Óscar Puente, who threatened EU legal action over their commercial practices. The company plans to sell 10,000 tickets at €1 via its app and website, exclusive to newsletter subscribers. Previously, Ouigo offered a similar deal in April and currently has a base fare of €9 for all routes.

💻 Green Software has partnered with Seres (Grupo Docaposte), a company with over 30 years of national and international experience in advanced technological solutions. They have a wide customer base and align with Green Software's mission to not only provide digital tools but also to offer customized solution consulting to clients.

🎢 Halcón Viajes and B travel offer up to 70% discounts, kids travel free or with major discounts, and financing options with only 50 euros deposit, ensuring customers the best price. Viajes El Corte Inglés' "Crucero Fantástico 2025" campaign promises up to 60% off, up to 300 euros discount for bookings before November 2024 for trips until December 31, 2025, and a 200 euros Google Pixel 9 mobile coupon, with similar booking conditions to Ávoris. Azulmarino provides up to 60% off, up to 350 euros off for bookings before November 30, no cancellation fees, kids deals, onboard credit, and drink packages included.

🔪 Laura Torres, from ADG Media Group, draws parallels between Japanese cuisine's attention to detail and technology's role in advertising strategy optimization. Tohishiko Sato opened Fuji, Spain's first Japanese restaurant, in Las Palmas de Gran Canaria in 1967. Torres emphasizes meticulousness in both traditional Japanese cooking and digital marketing, where a detailed attribution model is crucial for strategic decisions and achieving brand goals in a competitive digital environment. Neural.ONE focuses on data precision and balance, combining techniques and innovation to guide successful advertising actions.

✈ Iberia Express, Iberia's low-cost subsidiary, features in-flight advertising promoting the Wingle app—a chat service for passengers to connect with others on the same flight without needing internet access. The campaign encourages passengers to leave with a story to tell.

🎄 During the holiday season, brands globally compete for attention with email marketing campaigns. The guide suggests finalizing offers and preparing campaigns with carefully crafted subject lines, content, and calls to action (CTAs) to stand out in crowded inboxes and capitalize on fourth-quarter revenue opportunities.