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Travel & Hospitality Opps: Karisma Hotels & Resorts taps PR AOR amid spend decreases

MMGY NJF US PR and social media AOR this month. The agency will be responsible for building brand awareness and increasing bookings. MMGY's New York office will take care of PR and the Kansas City office will handle social media. Karisma operates a network of resorts in Mexico, Dominican Republic, Colombia, Jamaica and Montenegro. 

According to Pathmatics, Karisma earned 3m impressions through desktop display ads (59%), desktop video ads (25%), mobile display ads (11%) and Facebook ads (5%). It placed 39% of these ads site direct onto sites such as orbitz.com, facebook.com, expedia.com, cheaptickets.com and finance.yahoo.com. It placed the remainder indirectly mainly through Google AdX + AdSense and Drawbridge onto sites such as yahoo.com, yourdailydish.com, finance.yahoo.com, fodors.com and usnews.com. It spent around $16.6k in this channel over the last 365 days, just 27% of the $60.7k spent over the 365 days prior. 

Sellers-- Karisma most likely targets affluent Gen-X and millennial travelers. It seems to only advertise through digital channels as of now, and decreased spend heavily over the last year.  Spend probably decreased as a result of coronavirus preventing people from traveling in 2020. It will likely ramp up spending in 2021 to attract visitors. Sellers should reach out offering digtial display ad space. 

Agency & martech readers-- As you know, agency hires commonly follow one another, and PR appointments often precede other types such as creative or media. I recommend reaching out offering creative and media assistance. We believe you will face competition from digital agency WMX. Agencies with experience in hospitality will likely have an upper-hand.