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Executive summary:
Frustrated by fragmented data and flawed last-click attribution, luxury wellness resort brand, Miraval Resorts and Spas, part of the Hyatt Hotels portfolio, struggled to prove the incremental impact of marketing to P&L-focused stakeholders. By implementing Funnel’s unique triangulation measurement methodology, the team shifted to data-backed media planning. This move secured executive buy-in and optimizations generated an 89% year-on-year increase in incremental bookings.
Key results:
- 89% year-on-year increase in incremental bookings driven by data-backed media mix optimizations.
- 202% and 49% conversion growth across Paid Social and Video through confident upper-funnel scaling.
- Secured executive buy-in by replacing fragmented data with a vetted, transparent measurement framework.
Company profile:
Miraval Resorts is a premier luxury wellness destination brand, uniquely owned and operated by Hyatt. With three distinct properties across North America, Miraval goes beyond traditional hospitality, offering immersive, transformative experiences and curated itineraries designed to help guests unplug, recharge, and create a life in balance.
The challenge: Proving marketing return on investment
When you work with marketing in the hospitality industry, measuring the incremental impact of your marketing efforts comes with a fair set of challenges. Miraval, a luxury resort brand, is no exception. With bookings happening both online and via call centers, getting an accurate overview of customer journeys was difficult in itself, compounded by the limited insights offered by marketing and analytics platforms reporting based on last-click attribution.
Heather David, Director of Digital & Brand Marketing, explains how the team faced intense scrutiny from stakeholders who needed more concrete proof of performance: "Our asset owners are looking closely at the return on investment. They get down in the weeds of every P&L statement asking, 'What did this marketing dollar get me?'”
Relying on fragmented data and last-click models made answering that question, and showing incremental impact, all but impossible. As Heather points out, "Every partner, from ad agencies to social platforms, wants to claim credit for driving bookings. But the real question is: how do you know you generated incremental demand versus capturing what would have happened anyway? We needed a more confident, precise way to identify which marketing efforts were truly creating meaningful, incremental impact.”
The solution: Triangulating data and building trust
In order to move beyond the limitations of last-click attribution, Miraval started looking for providers that were capable of addressing their complex user journeys, as well as better measuring the impact of their top-of-funnel activities. As Heather recalls, "We needed a more detailed view of the multi-touch booking path because the consumer journey isn't linear."
As the team came across Funnel, they were impressed with its triangulation approach, where the output from both marketing mix modeling (MMM) and multi-touch attribution (MTA) are combined to provide nuance to different marketing tactics and user journeys. "The forecasting and predictive modeling was really compelling. We started out looking for an MTA solution, but the added benefit of statistical modeling via MMM was a true differentiator."
Introducing a new marketing measurement solution always comes with the need for some change management, so Heather and the team realized how important it was to get their senior stakeholders onboard. They hosted an in-person session with the Funnel team and Hyatt leadership to align on the approach. "We walked senior stakeholders through the triangulation and modeling approach, and the response was incredibly encouraging. Even leaders who don’t typically spotlight marketing paused to acknowledge how thoughtful and impactful the work felt."
The results: Actionable insights and incremental growth
The Miraval team integrated Funnel into their day-to-day marketing operations, comparing testing results from the second half of the year. For Amy Goddard, Senior Marketing Manager, this meant the team could shift from relying primarily on historical trends to using the triangulation model to actively inform and validate their media mix decisions moving into the new year. With this new layer of data-backed confidence, they could spot inefficiencies in their existing campaigns and pivot. "As an example, the model told us we were spending too much on display and weren't getting conversions," notes Amy. "So, we lowered the spend on display and increased it in connected TV."
These targeted optimizations yielded outsized results. By reallocating budget to high-performing channels, Miraval was able to drive massive year-over-year growth across their properties. In the last quarter of 2025, they generated an 89% year-over-year increase. A key driver of this uplift was shifting budget toward upper-funnel campaigns, which are traditionally harder to measure. By scaling these efforts, upper-funnel Paid Social and Video generated 202% and 49% more conversions, respectively.
Moving forward, Miraval's marketing strategy is no longer about trying to be everywhere at once. With a clear focus on what actually drives incremental growth, the team can direct their energy towards effective storytelling and optimizing their budgets with the most effective channels. As Heather sums it up: "It's better to do a few things exceptionally well, have those reinforce each other, and then prove it out with something like Funnel.”
