ibis, with its three brands ibis budget & ibis Styles, is the most recognized economy hotel brand in France. Ibis helps countless travelers find affordable, comfortable accommodations at their 900+ hotels in France.
Since 2015, ibis has worked with Waze to make their brand visible to travelers and boost traffic to their hotels. From Pins to Takeovers, Waze has come in handy — but just how useful has Waze been in terms of driving bookings?
To get to the bottom of this question, ibis worked with its media agency, iProspect, and a marketing effectiveness consultancy, data2decisions, to quantify Waze’s impact on bookings.
Out of home... and into hotels
ibis wanted to evaluate and quantify Waze’s impact on its bookings. Working with iProspect and data2decisions, ibis’s team hoped to design a study that would compare the efficiency and profitability of Waze compared to other media (e.g. TV, Social, OOH, Radio, etc).
Measuring the marketing effectiveness of Waze
Just how effective was Waze in terms of driving bookings for ibis hotels? That was the question at the heart of ibis’s study, which was conducted in partnership with its media agency, iProspect and a marketing effectiveness consultancy, data2decisions. Together they created a Marketing Mix Model research study.
This study took into consideration the factors that had an impact on sales volume, estimating the real impact of each marketing channel by assessing more than two years of weekly data.
Based on the results of the MMM, ibis is confident that Waze will be a fixture in their marketing strategy going forward. We've measured Waze positive impact between 2017 and 2019.
Jeanne Raguet, Revenue Manager, Ibis
Digital out of home: a crucial piece of the marketing puzzle
As a result of their study, ibis found that their use of Waze contributed significantly to their amount of bookings. The study indicated that Waze generated 13% of the direct impact on bookings for ibis from 2017 to 2019. Additionally, they found that Waze offered a better ROI than OOH and radio in 2018 and 2019* and a 2x ROI compared to social media in YTD 2019. Of the campaigns they’ve run, ibis found that running Pins always-on brings the best results.
Based on the results of the MMM, ibis is confident that Waze will be a fixture in their marketing strategy going forward to make sure that their available hotels are visible on Waze.