Overview
Barceló Hotel Group, a leading hotel chain with more than 250 4 and 5-star hotels across 22 countries, is the third-largest hotel chain in Spain and the 35th largest globally. With a diverse brand portfolio that includes Royal Hideaway Luxury Hotels & Resorts, Barceló Hotels & Resorts, Occidental Hotels & Resorts, and Allegro Hotels, the group was new to the UAE market and sought a partner to help establish its presence. NEXA was selected as Barceló Hotel Group’s exclusive marketing partner for the GCC region. The partnership aimed to build an online presence, focusing on social media management, event planning, branding, and content creation to generate new business.
NEXA was tasked with managing the social media platforms for one Royal Hideaway Hotel, one Barceló Hotels and Resorts property, and three Occidental Hotels and Resorts hotels in the UAE, based in Dubai and Sharjah. The strategy involved posting 8 times per month on Facebook and Instagram, producing quarterly photo and video shoots, creating engaging creative content (GIFs, animations, and videos), and running ad campaigns to increase awareness and engagement. Since its launch, the brand has gained a strong foothold in the GCC and continues to generate business through its social media efforts.
Building a Strong Online Presence and Driving New Business for Barceló Hotels in the GCC
Objectives
Establish a strong online presence for Barceló Hotel Group in the GCC, increase awareness, and generate new business through social media and digital marketing efforts.
Challenges
As a new entrant to the UAE market, Barceló Hotel Group faced challenges in building brand awareness and engaging potential customers, particularly in a competitive hospitality landscape.
Solution
NEXA developed a comprehensive social media strategy, managing platforms for multiple hotels in Dubai and Sharjah. The plan included consistent posting, creative content creation, quarterly photo and video shoots, content boosting, and ad campaigns. Additionally, NEXA provided community management and full monthly reporting to monitor progress and optimise performance.
Scope of Work
- Holistic hospitality social media management
- Annual marketing plan development
- Event calendar planning and execution
- Marketing research and social listening
- Social strategy formulation
- Ad campaigns and paid media management
- Community management
- Creative visuals for content production
- Monthly photo and video production
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NEXA was HubSpot’s first partner in the Gulf region and joined the partner program almost 10 years ago. They have been integral in educating the region about inbound marketing and sales and have applied their expertise to strategic clients in the technology, real estate, and education space. One of the key differentiators with Nexa is their proven capabilities to customize their services to find the right solution and solve for the customer’s needs.
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Since NEXA has taken over the optimization of the Rove Hotels website, we’ve not only seen an increase in qualified traffic but also an increase in conversions. The NEXA team also worked closely with our in-house team during the transition to a new website, which can often be a tricky exercise. Thanks to the team, the transition was incredibly smooth and within a few weeks, we noticed even higher search traffic coming onto the website.
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