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The Challenge
Mexican hotel chain Grupo Camino Real operates three distinct brands: Quinta Real, Camino Real, and Real Inn. The company offers lodging that embodies Mexican hospitality, tradition, and warmth. Grupo Camino Real faced two major challenges in its digital strategy: achieve more accurate attribution through their website and better campaign optimization. And high competition from online travel agencies captured a large portion of search demand and limited direct sales through the brand’s website.
The Approach
To address these challenges, Grupo Camino Real implemented a comprehensive strategy in Google Ads, combining different solutions to maximize impact. It segmented brand and generic Search campaigns for each hotel to capture active search demand. It created corporate Performance Max campaigns with tailored assets per hotel, targeting website-visitor remarketing audiences. With Demand Gen, Grupo Camino Real combined its remarketing and prospecting strategy, focusing on attracting new audiences similar to existing guests and highlighting fixed corporate promotions.
As Hector García Velázquez, Marketing Director, Grupo Camino Real points out: “It’s not enough to appear at the top of search results. We must use segmentation tools to deliver the appropriate message to the right person at the precise time. By collaborating with Mirai on our strategy and using tools like Performance Max and Smart Bidding, we effectively achieve this goal”.
Mirai supported Grupo Camino Real by providing strategic guidance and hands-on campaign management, helping the brand maximize performance across Google’s solutions. “For more than a year and a half, we have driven the diversification of Camino Real’s digital strategy, always keeping profitability at the core. We thank Google for their guidance and our client for the trust and ongoing collaboration that make these results possible”, shared by Paula Cortés, Digital Marketing Manager, Mirai.
The Results
Following this strategy, Grupo Camino Real saw a 7% YoY direct sales increase on its website, and a 9.9% sales increase across all its channels, including its booking engine and call center. These increases led to an 83% revenue increase from reported sales in Google Ads, and a 9x total return on ad spend (ROAS) increase.
“At Google, we are proud to be the engine that, together with partners like Mirai, drives Camino Real toward new horizons of success. We executed a well-orchestrated strategy, from structured search campaigns to the use of Performance Max and Demand Gen to attract more demand—all with a 9x ROAS. The results are the best proof that when the right partners come together, growth is inevitable”, says Arleth Salas, Account Manager, Google.
You can read the Google success story here.
