Challenge:
Meet the goals of an aggressive 2019 budget, increasing room nights during summer months for a newly repositioned property year over year, and introduce a new amenity designed to enhance guest stays and drive local traffic.
Solution:
To continue to build awareness of this increasingly high-profile resort among the health & wellness audience, BTC recommended a combination of print and digital with the top national wellness magazines (Organic Spa, Yoga Journal Outside Magazine, and Mindful), and a cross-platform geo-targeted digital campaign with the #1 Health & Wellness brand mindbodygreen.com.
Because 70 percent of the resort’s guests are within a 5-hour drive, we launched a new campaign promoting specific packages in key feeder markets through digital native content, ROS display and lifestyle magazines in the Dallas, Denver, and Los Angeles markets. In these same feeder markets, we developed an email campaign to target affluent female prospects who had interest in wellness with a variety of packages and unique experiential activities. The e-blasts were resent to the non-opens, who were also retargeted with digital banners.
Lastly, we introduced a new girlfriend getaway package to extend our reach from wellness enthusiasts to a more traditional guest simply looking to get away with friends.
Results:
The results speak for themselves, as the resort exceeded budget and had the best two-month period in the history of the property:
- July 2019 – 30% growth in actualized revenue and a 16% growth in room nights. This represented a 52% growth in productivity over July 2018.
- August 2019 – 25% growth in revenue and a 10% growth in room nights.