Hotelopia appoints The Search Works

25th March 2008, London, UK – The Search Works, the UK’s largest search engine marketing company, today announces that it has been appointed by Hotelopia, part of TUI Travel PLC, to manage the company’s pay per click search marketing across its European markets as well as its campaign in the USA.

In the first phase of the relationship, The Search Works will undertake a review of Hotelopia’s current search activity, and then provide continued strategic support to each country the company operates in including the UK, Spain, France, Germany and Italy.

As a part of the programme, The Search Works will implement bespoke strategies for each country, by segmenting audiences and tailoring the campaigns based on seasonality, destination focus as well as localised events.

Hotelopia, which previously part-managed its search engine marketing (SEM) internally and via an external agency, hired The Search Works following a three-way competitive pitch process, to gain more specialist search experience.

Rob Freedman, travel group account director of The Search Works, said, “The Search Works has strong credentials in travel having a long relationship with the First Choice group, now part of TUI Travel PLC, as well a wide variety of other clients across the travel sector such as easyJet, Eurostar and Teletext. We’re extremely pleased to be working with Hotelopia which understands that a sophisticated SEM strategy is a vital part of the marketing mix to drive sales. We’re looking forward to working closely with them to fulfil their international commercial objectives.”

Laura Bolton-Heaton, head of customer acquisition at Hotelopia, said: “We are rolling out our SEM strategy by appointing a search specialist company which is able to expand and develop our activities within all of our ten international markets.

"The Search Works offers a transparent and bespoke approach displayed through a thorough understanding of our product, business objectives, and the ability to respond effectively within our ever competitive industry”.

The account will be handled by a team of dedicated travel specialists, headed up by group account director Rob Freedman.


About The Search Works

Headquartered in London, England, The Search Works is the UK’s leading specialist search engine marketing services agency. Founded in 1999, the company provides pan-European search marketing campaigns using TSW Searchware 4 technology and the unparalleled knowledge and expertise of its client services team, enabling clients to achieve higher online visibility whilst measuring and maximising returns from online marketing spend. The Search Works continues to build on its success of the past eight years to deliver considered and highly-targeted search marketing solution services, first rate customer service and technological expertise on behalf of its broad range of blue chip clients including Asda, Comet, easyJet, Estee Lauder, Eurostar, First Choice, Interflora and The Carphone Warehouse.

In the latest New Media Age Marketing Services Guide, The Search Works was named as the UK’s top search marketing agency with a turnover of £50.18m, nearly double that of its nearest rival. And in 2006, The Search Works was listed as Britain's highest-ranked search marketing company in The Sunday Times TechTrack Top 100.

About Hotelopia

Hotelopia, part of the TUI Travel PLC Group, is an online hotel booking specialist which offers reduced-rate accommodation to both business and leisure travellers at over 25,000 properties, budget to five star, in over 900 destinations throughout Europe, North America, Latin America, the Caribbean, Australasia and Asia.

The sites live and operating include for the UK, in Germany, in USA, in Spain, for the Netherlands, for Ireland, in Italy and for the French market.

Hotelopia, offers lowest prices guaranteed, brochure style content on each hotel with detailed information on facilities as well as easy-to-use location maps.

Unlike other complex sites requiring tedious registration and password processes, Hotelopia has been designed to offer maximum simplicity for ease and speed of booking. Furthermore, Hotelopia has access to a network of 89 offices around the world to with locally based staff in destinations with first hand knowledge to provide support and expertise as required.

For further information on The Search Works, please contact:

Rachel Cotton / Tom Pearson
Firefly Communications
+44 (0)20 7386 1554

For further information on Hotelopia contact:

Alex Smith, Head of PR at Hotelopia
+44 (0)7725 649 207
+34 971 178 896
+34 971 465 870

Published on: 12:00AM on 25th March 2008