Case Study: Michlifen Resort & Golf
How Michlifen Resort & Golf Increased Direct Booking Performance Across the Full Funnel
HOTEL TYPE
Luxury Resort
STAR RATING
5-Star
ROOMS & SUITES
70
LOCATION
Morocco
SMART NOTIFICATIONS
Results (April 2026)
BOOKINGS
REVENUE
OTA SAVINGS
PAID ADS FOR HOTELS
Results (April 2026)
Bookings
rate
Spend
About Michlifen Resort & Golf
Nestled in the Middle Atlas mountains in Ifrane, Michlifen Resort & Golf is one of Morocco’s most elegant luxury resorts, blending alpine-inspired architecture with premium hospitality experiences.
Known for its golf course, spa, refined dining, and year-round leisure offering, the hotel attracts both domestic and international travellers looking for a high-end mountain escape.
The Challenge
Like many luxury hotels, Michlifen Resort & Golf wanted to:
- Increase direct bookings
- Reduce dependency on OTAs
- Improve conversion rates on existing website traffic
- Personalise the booking experience for international guests
- Maximise return from paid acquisition channels
The strategy focused on optimising every stage of the funnel — attracting high-intent travellers and converting more of them once they arrived on the website.
With guests booking from multiple markets and in multiple languages, creating a seamless and personalised online booking experience became a key priority for the hotel’s direct booking strategy.
To support this goal, Michlifen Resort & Golf partnered with Userguest to optimise both traffic acquisition and on-site conversion performance.
The Strategy
ConvertPlus: Turning Website Visitors into Bookers
Michlifen Resort & Golf used several ConvertPlus features designed to reduce friction and increase booking intent.
Key Features Implemented
Promotional banners with pre-applied offers
Special offer banners automatically selected a 2-night stay directly in the booking engine, ensuring the promotion was instantly applicable without requiring additional user steps.
Multilingual notifications
Notifications were automatically displayed in the visitor’s preferred language, helping international guests engage more naturally with the booking journey.
Saved Search
Visitors could save their search details and return later without restarting the booking process, helping recover consideration-stage users.
Social Proof
Dynamic trust signals, including reviews, urgency messaging, and booking activity, reinforced confidence during the decision-making process.
Conversion Impact
The impact on booking engagement was significant:
- 45% of all website bookings came after a click on a notification
- Estimated OTA savings for April reached €2,347
These results demonstrate how targeted on-site messaging and personalisation can directly influence booking behaviour and help hotels retain more commission-free revenue.
AdsPlus: Building a Stronger Direct Acquisition Strategy with AI-powered Paid Ads
Alongside website conversion optimisation, Michlifen Resort & Golf used AdsPlus to strengthen its direct acquisition strategy across Google and Meta.
The objective was not simply to increase traffic but to attract more qualified travellers with higher booking intent while supporting visibility across key international markets.
Google Ads played a central role in capturing demand from travellers actively searching for luxury stays in Morocco. Branded campaigns performed particularly well, helping the hotel capitalise on existing demand while maintaining strong efficiency and visibility across European source markets.
At the same time, Performance Max campaigns expanded reach across multiple audiences and languages, helping the hotel connect with travellers throughout different stages of the booking journey.
Meta Ads complemented this strategy by supporting awareness and retargeting efforts. Campaigns helped keep the property visible to potential guests after their first website visit, increasing the likelihood of returning users completing their booking directly.
Together, these campaigns generated:
- 36 direct bookings
- Strong multi-channel visibility across international markets
- An overall ROAS of 26.3x
The strongest results came from combining acquisition with on-site conversion optimisation. Rather than treating advertising and website conversion separately, Michlifen Resort & Golf aligned both strategies to create a more connected guest journey.
How the Two Products Work Together
AdsPlus and ConvertPlus work together to help hotels attract high-intent travellers and convert them directly on their website. AdsPlus focuses on acquisition and traffic quality, while ConvertPlus transforms website visits into bookings through real-time personalisation and behavioural targeting.
For hotels looking to reduce OTA dependency and maximise profitability from their direct channel, combining both solutions creates a more efficient and scalable revenue strategy.
Start your 30-day free trial now. No commitment, no extra work, no payment information required.