For more than two decades, Michel Reybier has redefined contemporary luxury and hospitality with a unique and distinctive vision. From Switzerland to France and London, each of the Michel Reybier Hospitality properties promotes experiences that reflect their core values of excellence, authenticity, and effortless simplicity. Continuing its fruitful corporation with Michel Reybier Hospitality, Mozaik followed a Multi-Channel Marketing Approach to promote every aspect of the Michel Reybier Hospitality experience in Zermatt.

The Group boasts 3 distinct properties in Zermatt. Mont Cervin Palace, a 160-year-old iconic palace nestled under the Matterhorn offering timeless elegance and relaxation. Monte Rosa Zermatt, a car-free destination steeped in tradition since 1839, blending a great array of winter sports with a sense of nostalgia and modern comforts. And at last, Schweizerhof Zermatt, a chic, modern haven in the heart of Zermatt, fusing luxury with simplicity and mountain spirit.

To promote Zermatt as a unified destination, strengthening brand recognition internationally, Mozaik launched a results-driven performance marketing campaign under the name “Zermatt Unveiled: A Hospitality Experience by Michel Reybier Hospitality (MRH).”

Targeting luxury travelers across Google and Meta platforms, “Zermatt Unveiled” leveraged a data-driven approach for maximum impact. Our dedicated team continuously monitored and optimized the campaign, ensuring real-time responsiveness.

By combining Google Ads, Meta tools, and dynamic social media content, we maximized both visibility and return on investment (ROI). This strategic approach not only drove direct bookings but also significantly elevated MRH Hospitality’s brand presence on a global scale.

Supercharging ROAS: A Multi-Channel, Multi-Language Approach

To skyrocket our return on ad spend (ROAS), we implemented a comprehensive, year-long digital strategy for 2023. This multi-channel approach communicated our hotels across various platforms, including:

1. Networks: Google Search, Google Display Network, Facebook & Instagram
2. Business Units: Accommodation, Food & Beverage, Spa Services
3. Languages: English, French, German

By targeting diverse channels and languages, we ensured our message reached the right audience, driving significant increases in ROAS. This multi-pronged approach included Google Search Ads, Google Display Ads, Facebook & Instagram Feed Ads, and Facebook & Instagram Story/Reel Ads. Through constant campaign optimization, we achieved a remarkable weighted average ROAS of 21.3 across all 3 Zermatt hotels in Switzerland for 2023.

How We Used Data to Maximize Campaign Performance

By systematically utilizing key data sources, we ensured our advertising presence remained constantly updated throughout the year across all channels and targeted countries.

Next-Level Targeting: How We Used Advanced AdTech

We conducted an A/B test on Meta Stories and Reels to compare the performance of image and video creatives. Video ads emerged as the clear winner, driving a significant 7% increase in click-through rate (CTR) while simultaneously reducing the cost per click (CPC) by a remarkable 40%.

An A/B test comparing “Traffic” and “Sales” campaign objectives revealed the power of focused targeting. Sales campaigns delivered a winning performance, boosting click-through rate (CTR) by 43% and achieving a remarkable 86% decrease in cost per acquired conversion (CPA).

In a head-to-head battle, Meta’s new AI-powered Advantage+ targeting emerged victorious. An A/B test pitting it against manual audience targeting revealed a significant 37% increase in click-through rate (CTR) and a cost-saving 21% decrease in cost per click (CPC).

The Zermatt Elevation campaign exemplifies the power of collaboration. By seamlessly blending destination marketing with Google, Meta platforms, and Mozaik’s continuous optimization efforts, we achieved significant results. Not only did the campaign drive bookings, but it also elevated Michel Reybier Hospitality’s brand presence across Europe and achieved shortlist recognition at the prestigious Best of Swiss Web 2024 Awards.

Looking ahead, Mozaik’s partnership with MRH continues in 2024. We’ll be expanding our efforts by promoting new business units like MICE and incorporating fresh advertising channels like LinkedIn and TikTok into the marketing mix.

For more success stories on performance marketing please stay tuned.