{"id":4317,"date":"2023-08-23T11:30:36","date_gmt":"2023-08-23T09:30:36","guid":{"rendered":"https:\/\/markestic.com\/?page_id=4317"},"modified":"2025-08-04T10:26:23","modified_gmt":"2025-08-04T08:26:23","slug":"online-travel-szallas-hu-noclegi-pl","status":"publish","type":"page","link":"https:\/\/markestic.com\/en\/case-studies\/online-travel-szallas-hu-noclegi-pl\/","title":{"rendered":"Online Travel – Szallas.hu \/ Noclegi.pl"},"content":{"rendered":"

[et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” next_background_color=”#ffffff” admin_label=”Header” _builder_version=”4.18.0″ _module_preset=”default” background_color=”#c93636″ background_enable_image=”off” parallax=”on” custom_padding=”7vw||6vw||false|false” custom_padding_tablet=”100px||100px||true” custom_padding_phone=”||||true” bottom_divider_style=”ramp” bottom_divider_height=”150px” bottom_divider_flip=”horizontal” bottom_divider_height_tablet=”150px” bottom_divider_height_phone=”110px” bottom_divider_height_last_edited=”on|phone” saved_tabs=”all” global_colors_info=”{}”][et_pb_row column_structure=”2_5,3_5″ make_equal=”on” _builder_version=”4.18.0″ _module_preset=”default” custom_css_main_element=”align-items: center;” global_colors_info=”{}”][et_pb_column type=”2_5″ _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/markestic.com\/wp-content\/uploads\/2023\/08\/3.png&#8221<\/a>; title_text=”3″ disabled_on=”on|off|off” _builder_version=”4.18.0″ _module_preset=”default” transform_scale=”110%|110%” transform_rotate=”0deg|0deg|76deg” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.18.0″ _module_preset=”default” text_font=”Roboto||||||||” text_font_size=”16px” text_line_height=”1.8em” header_font=”|700|||||||” header_text_align=”left” header_text_color=”#FFFFFF” header_font_size=”35px” header_line_height=”1.2em” header_3_font=”|700||on|||||” header_3_text_align=”left” header_3_text_color=”#FFFFFF” header_3_font_size=”24px” header_3_letter_spacing=”10px” header_3_line_height=”2em” text_orientation=”center” background_layout=”dark” module_alignment=”center” text_font_size_last_edited=”off|desktop” header_font_size_tablet=”40px” header_font_size_phone=”32px” header_font_size_last_edited=”on|phone” header_3_font_size_tablet=”16px” header_3_font_size_phone=”14px” header_3_font_size_last_edited=”on|phone” header_3_letter_spacing_tablet=”5px” header_3_letter_spacing_phone=”” header_3_letter_spacing_last_edited=”on|tablet” global_colors_info=”{}”]<\/p>\n

Online Travel – Szallas.hu \/ Noclegi.pl<\/h3>\n

How did we help Noclegi.pl enter one of the most oversaturated markets – namely online travel, where new players must rival Booking.com, Trivago, Expedia and many more?<\/h1>\n

[\/et_pb_text][et_pb_text _builder_version=”4.18.0″ _module_preset=”default” text_font=”|300|||||||” text_text_color=”#FFFFFF” text_font_size=”20px” text_line_height=”2em” ul_font=”||||||||” header_font=”Roboto|700|||||||” header_text_align=”center” header_font_size=”80px” header_line_height=”1.2em” header_3_font=”Roboto|700||on|||||” header_3_text_align=”center” header_3_text_color=”#ffffff” header_3_font_size=”24px” header_3_letter_spacing=”10px” header_3_line_height=”2em” background_layout=”dark” max_width=”800px” module_alignment=”center” custom_margin=”-30px||||false|false” text_font_size_last_edited=”off|desktop” header_font_size_tablet=”40px” header_font_size_phone=”32px” header_font_size_last_edited=”on|phone” header_3_font_size_tablet=”16px” header_3_font_size_phone=”14px” header_3_font_size_last_edited=”on|phone” header_3_letter_spacing_tablet=”5px” header_3_letter_spacing_phone=”” header_3_letter_spacing_last_edited=”on|tablet” global_colors_info=”{}”]<\/p>\n

We have accompanied Noclegi.pl for 5 years from 2018 to 2023. In the beginning, they were still a loss-making company, also heavily hit by the COVID outbreak in 2020 that further hindered their plans on penetrating the Polish market.
With our joint efforts, the website turned to be profitable after the first years, and finally the company group got acquired on a very high valuation – 82 Mio EUR all in all.<\/p>\n

Let’s see how we competed with Booking.com and other local players, and finally entered the Polish market successfully.<\/strong><\/p>\n

[\/et_pb_text][et_pb_image src=”https:\/\/markestic.com\/wp-content\/uploads\/2023\/08\/3.png&#8221<\/a>; title_text=”3″ disabled_on=”off|on|on” _builder_version=”4.18.0″ _module_preset=”default” transform_scale=”110%|110%” transform_translate=”29px|0px” transform_rotate=”0deg|0deg|77deg” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”off|desktop” admin_label=”About” _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” custom_padding_tablet=”0px|||” custom_padding_phone=”0px|||” border_radii=”on|10px|10px|10px|10px” saved_tabs=”all” global_colors_info=”{}”][et_pb_row _builder_version=”4.18.0″ _module_preset=”default” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.18.0″ _module_preset=”default” text_font=”|300|||||||” text_font_size=”18px” text_line_height=”2em” ul_font=”||||||||” header_font=”||||||||” header_2_font=”|700|||||||” header_2_font_size=”45px” header_2_line_height=”1.2em” header_3_font=”||||||||” max_width_last_edited=”off|desktop” module_alignment=”center” custom_margin=”|||” custom_padding=”|||” header_2_font_size_tablet=”35px” header_2_font_size_phone=”28px” header_2_font_size_last_edited=”on|phone” text_orientation_tablet=”center” text_orientation_phone=”left” text_orientation_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

Problem Statement<\/h2>\n

Noclegi.pl is the Polish branch of Szallas Group that operates online accommodation aggregator sites mostly within the CEE region, however, also with global offerings in all-in-all 195 countries.<\/strong><\/p>\n

The company group faced a major challenge: up or out? As online tourism is among the most competitive and advanced industries, little local players cannot live long and resist against international players.<\/p>\n

The Company Group back by the Hungarian operations decided to jump ahead and enter the Polish market (4x bigger and much more competitive).<\/p>\n

Besides the general challenges of stepping into a completely new country, COVID massively hit the online travel industry and Noclegi.pl, too.<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,2_3″ use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.18.0″ _module_preset=”default” background_color=”#ffffff” max_width=”1440px” custom_padding=”|||” custom_css_main_element=”align-items: center;” use_custom_width=”on” custom_width_px=”1440px” locked=”off” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_blurb title=”Domain: Noclegi.pl” _builder_version=”4.18.0″ _module_preset=”default” header_font=”|700|||||||” header_text_color=”#7FC242″ header_font_size=”18px” header_line_height=”1.7em” body_font=”|300|||||||” body_font_size=”16px” body_line_height=”1.8em” background_color=”#ffffff” module_alignment=”left” custom_margin=”|||” custom_padding=”15px|30px|15px|30px|true|true” animation_style=”zoom” animation_intensity_zoom=”8%” animation=”off” border_radii=”on|10px|10px|10px|10px” border_width_all_image=”50px” box_shadow_style=”preset1″ box_shadow_blur=”70px” box_shadow_color=”rgba(214,214,214,0.73)” locked=”off” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Industry: online travel and accommodation” _builder_version=”4.17.6″ _module_preset=”default” header_font=”|700|||||||” header_text_color=”#7FC242″ header_font_size=”18px” header_line_height=”1.7em” body_font=”|300|||||||” body_font_size=”16px” body_line_height=”1.8em” background_color=”#ffffff” module_alignment=”left” custom_margin=”|||” custom_padding=”15px|30px|15px|30px|true|true” animation_style=”zoom” animation_intensity_zoom=”8%” animation=”off” border_radii=”on|10px|10px|10px|10px” border_width_all_image=”50px” box_shadow_style=”preset1″ box_shadow_blur=”70px” box_shadow_color=”rgba(214,214,214,0.73)” locked=”off” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Employee: 350+” _builder_version=”4.17.6″ _module_preset=”default” header_font=”|700|||||||” header_text_color=”#7FC242″ header_font_size=”18px” header_line_height=”1.7em” body_font=”|300|||||||” body_font_size=”16px” body_line_height=”1.8em” background_color=”#ffffff” module_alignment=”left” custom_margin=”|||” custom_padding=”15px|30px|15px|30px|true|true” animation_style=”zoom” animation_intensity_zoom=”8%” animation=”off” border_radii=”on|10px|10px|10px|10px” border_width_all_image=”50px” box_shadow_style=”preset1″ box_shadow_blur=”70px” box_shadow_color=”rgba(214,214,214,0.73)” locked=”off” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Partnership with Markestic: 2018 – 2023″ _builder_version=”4.17.6″ _module_preset=”default” header_font=”|700|||||||” header_text_color=”#7FC242″ header_font_size=”18px” header_line_height=”1.7em” body_font=”|300|||||||” body_font_size=”16px” body_line_height=”1.8em” background_color=”#ffffff” module_alignment=”left” custom_margin=”|||” custom_padding=”15px|30px|15px|30px|true|true” animation_style=”zoom” animation_intensity_zoom=”8%” animation=”off” border_radii=”on|10px|10px|10px|10px” border_width_all_image=”50px” box_shadow_style=”preset1″ box_shadow_blur=”70px” box_shadow_color=”rgba(214,214,214,0.73)” locked=”off” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Link to the press release about the acquisition” url=”https:\/\/holding.wp.pl\/en\/investor\/press-releases\/wirtualna-polska-acquires-szallas-group-6811497627253376&#8243<\/a>; url_new_window=”on” _builder_version=”4.18.0″ _module_preset=”default” header_font=”|700|||||||” header_text_color=”#7FC242″ header_font_size=”18px” header_line_height=”1.7em” body_font=”|300|||||||” body_font_size=”16px” body_line_height=”1.8em” background_color=”#ffffff” module_alignment=”left” custom_margin=”|||” custom_padding=”15px|30px|15px|30px|true|true” animation_style=”zoom” animation_intensity_zoom=”8%” animation=”off” border_radii=”on|10px|10px|10px|10px” border_width_all_image=”50px” box_shadow_style=”preset1″ box_shadow_blur=”70px” box_shadow_color=”rgba(214,214,214,0.73)” locked=”off” global_colors_info=”{}”][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/markestic.com\/wp-content\/uploads\/2023\/08\/noclegi-mockup.png&#8221<\/a>; title_text=”noclegi-mockup” _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.18.0″ _module_preset=”default” text_font=”|300|||||||” text_font_size=”18px” text_line_height=”2em” ul_font=”||||||||” header_font=”||||||||” header_2_font=”|700|||||||” header_2_font_size=”45px” header_2_line_height=”1.2em” header_3_font=”||||||||” module_alignment=”center” custom_margin=”|||” custom_padding=”|||” header_2_font_size_tablet=”35px” header_2_font_size_phone=”28px” header_2_font_size_last_edited=”on|phone” text_orientation_tablet=”center” text_orientation_phone=”left” text_orientation_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

Main competitors<\/h2>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ make_equal=”on” disabled_on=”on|off|off” module_class=”four-columns” _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/markestic.com\/wp-content\/uploads\/2023\/08\/12.png&#8221<\/a>; title_text=”12″ align=”center” _builder_version=”4.18.0″ _module_preset=”default” width=”70%” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/markestic.com\/wp-content\/uploads\/2023\/08\/11.png&#8221<\/a>; title_text=”11″ align=”center” _builder_version=”4.18.0″ _module_preset=”default” width=”70%” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ make_equal=”on” disabled_on=”off|on|on” _builder_version=”4.18.0″ _module_preset=”default” custom_css_main_element=”display: flex;” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/markestic.com\/wp-content\/uploads\/2023\/08\/12.png&#8221<\/a>; title_text=”12″ align=”center” _builder_version=”4.18.0″ _module_preset=”default” width=”70%” custom_margin=”|10px||10px|false|true” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/markestic.com\/wp-content\/uploads\/2023\/08\/11.png&#8221<\/a>; title_text=”11″ align=”center” _builder_version=”4.18.0″ _module_preset=”default” width=”70%” custom_margin=”|10px||10px|false|true” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row column_structure=”1_3,2_3″ make_equal=”on” custom_padding_last_edited=”on|phone” _builder_version=”4.18.0″ _module_preset=”default” background_color=”#c93636″ width=”50%” width_tablet=”50%” width_phone=”70%” width_last_edited=”on|phone” custom_padding=”|30px||30px|false|true” custom_padding_tablet=”|30px||30px|false|true” custom_padding_phone=”|10px||10px|false|true” custom_css_main_element=”align-items: center;” box_shadow_style=”preset1″ global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/markestic.com\/wp-content\/uploads\/2023\/08\/1670396167937.jpeg&#8221<\/a>; title_text=”1670396167937″ url=”https:\/\/www.linkedin.com\/in\/laszlo-benes-548301b3\/&#8221<\/a>; url_new_window=”on” _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.18.0″ _module_preset=”default” text_font=”Montserrat|600|||||||” text_text_color=”#FFFFFF” text_font_size=”20px” link_text_color=”#FFFFFF” text_orientation_tablet=”” text_orientation_phone=”center” text_orientation_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

Laszlo Benes<\/p>\n

Head of Performance Marketing<\/em><\/p>\n

[\/et_pb_text][et_pb_image src=”https:\/\/markestic.com\/wp-content\/uploads\/2022\/11\/linkedin-logo.png&#8221<\/a>; title_text=”linkedin-logo” url=”https:\/\/www.linkedin.com\/in\/laszlo-benes-548301b3\/&#8221<\/a>; url_new_window=”on” align_tablet=”” align_phone=”center” align_last_edited=”on|phone” _builder_version=”4.18.0″ _module_preset=”default” width=”5%” width_tablet=”5%” width_phone=”10%” width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”off|desktop” admin_label=”Benefits” _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” custom_padding_tablet=”0px|||” custom_padding_phone=”0px|||” bottom_divider_style=”ramp” bottom_divider_color=”#ffffff” bottom_divider_height=”250px” bottom_divider_height_tablet=”150px” bottom_divider_height_phone=”110px” bottom_divider_height_last_edited=”on|phone” border_radii=”on|10px|10px|10px|10px” saved_tabs=”all” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” use_custom_width=”on” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_blurb title=”Solution” use_icon=”on” font_icon=”||fa||900″ icon_color=”#7FC242″ icon_placement=”left” image_icon_width=”32px” _builder_version=”4.18.0″ _module_preset=”default” header_font=”|700|||||||” header_text_align=”left” header_font_size=”18px” header_line_height=”1.7em” body_font=”|300|||||||” body_text_align=”left” body_font_size=”16px” body_line_height=”1.8em” background_color=”#ffffff” text_orientation=”center” module_alignment=”left” custom_padding_last_edited=”off|desktop” animation_style=”zoom” animation_intensity_zoom=”8%” animation=”off” icon_font_size=”32px” global_colors_info=”{}”]<\/p>\n

We started the cooperation in 2018 and ended in 2023 due to a successful acquisition by a Polish media company, who centralised the marketing department ever since<\/strong>. At the time when our cooperation ended, Noclegi.pl even outperformed Szallas.hu, the main flagship product within the company group, based on the number of bookings.<\/p>\n

Due to limited financial and human resources, when kickstarting the cooperation, instead of targeting each and every market segment, we decided to focus on specific, selected niches (certain geographical locations and accommodation types), turn those segments profitable and scale the operations from there.<\/strong><\/p>\n

Each and every settlement type (regions, cities, villages, etc.), accommodation type (hotel, hostels, etc.) had to be added to the ad accounts along with many geotargetings since bookings to Poland may have come not only from the domestic market (Poland) but anywhere else from the World.<\/em> Noclegi.pl also offers accommodations to many other countries where Polish people are eager to travel to. Such a complexity resulted in millions of targeted keywords that had to be consolidated into a very systematic Google Ads account structure. On top of a clean structure, many automations and scripts must be implemented, too to keep such a large account in good shape.<\/p>\n

\n

Besides Google Ads, we utilised a much wider range of PPC channel mix – including: Hotel Price Ads, Facebook Ads, Criteo, RTB House, Trivago, Seznam and many more got tested, too (e.g: Optimise, Tradedoubler).<\/p>\n<\/blockquote>\n

During COVID, when promotions and campaign management must be paused due to travel lockdowns, we did our best to support the Company Group on other marketing fields and we prepared the introduction of a new marketing automation tool – namely Emarsys.<\/p>\n

In the course of the cooperation, we also fully managed the PPC ads of some related travel coupon sites – Szallasguru.hu and Pihipakk.hu.<\/strong><\/p>\n

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Along the 5+-year journey, key metrics were constantly improving:<\/p>\n