How IC Hotels Airport Increased Reservations by 123% with IQUEEM

The digital growth initiatives carried out by IC Hotels Airport in collaboration with IQUEEM, a premium performance marketing and branding agency, delivered strong results in direct bookings during the 2026 summer season. Total reservations increased by an impressive 123% in July and August. Bookings completed through the hotel’s own website rose by 46%, while room nights sold increased by 66%. At the same time, the cancellation rate declined from 14% to 5%.

In the tourism industry, digital performance is often evaluated through reach and traffic metrics. For hotels, however, the true measure of success lies in whether the demand generated comes from the right guests and ultimately converts into bookings. The results achieved by IC Hotels Airport clearly demonstrated this distinction: growth was driven not only by a higher volume of demand, but also by improved demand quality.

Booking Demand Converted into Direct Sales

Price and availability searches made through the IC Hotels Airport booking engine increased by 144% in July and August compared with the same period last year. The number of unique visitors checking rates on the website rose by 147%, while the number of users reaching the payment stage increased by 57%.

This growth across every stage of the booking journey resulted in a 46% increase in completed direct bookings and a 66% increase in room nights sold. The fact that room nights grew faster than the number of bookings indicates that the hotel not only generated more reservations, but also achieved longer stays per booking.

Cancellation Rate Declined from 14% to 5%

Fırat Çiçek, Front Office & Sales Manager at IC Hotels Airport, commented on the growth in reservations and room nights:

“During July and August, we achieved a strong 123% increase in total reservations. When evaluating the process, increasing the number of bookings alone was not enough for us. One of our key priorities was ensuring that this demand translated into completed stays. The decline in the cancellation rate from 14% to 5% became one of the strongest indicators that we were reaching the right guests.

The lower cancellation rate also showed that our campaigns were not simply reaching a wider audience; they were connecting with higher intent guests who were already closer to making a booking decision.”

Measure First, Then Spend, Then Measure Again

Behind these results was IQUEEM’s “measure first, then spend” approach for IC Hotels Airport. The model adapts the plan, execute, measure and improve cycle used in quality management systems to digital media planning.

The approach is based on measuring potential demand before increasing budgets, measuring the outcome again after the investment is made, and then shaping the next cycle according to those results. Campaigns are not simply launched and left to run on their own; each new cycle is redesigned using insights from the previous one.

IC Hotels Airport’s Direct Booking Growth Outpaced the European Average

IC Hotels Airport’s direct channel performance also stood out when compared with broader trends in the European hotel market. According to data from Catala Consulting, direct bookings at hotels across Europe increased by between 8% and 15% year on year.

The 46% growth in bookings completed through IC Hotels Airport’s own website was therefore significantly above this range.

“Sustainable Growth Starts with Measurement and a Shared Vision”

Ufuk Akın, Alternative Channels Sales Manager at IC Hotels, shared his perspective on the results and the collaboration with IQUEEM:

“Strong digital performance is possible when the brand and the agency work as true partners toward the same goal. At IC Hotels, we bring our operational expertise, guest insights and high quality content into the process, while IQUEEM amplifies these strengths through data, technology and the right media strategy.

The model we have built together goes beyond short term results and creates a sustainable sales structure for all of our hotels.”