The Surf: Hollywood Beach
The Surf, a new-to-the-world luxury boutique hotel in Hollywood Beach, Florida contacted us to create an operations and marketing strategy aimed at online bookings to the vacation rental audience. They needed to build a website, integrate an online booking platform and differentiate themselves from the run-of-the-mill vacation properties. We had less than 6 weeks to create the strategy, develop the website and take our first reservation.
PROJECT OBJECTIVES
Create attention, excitement and awareness of hotel’s grand opening
Increase visibility and awareness on all travel related booking channels
Establish minimum occupancy rates above market average
Achieve Average Daily Rates (ADR) above market average
Execute direct bookings as primary booking vehicle
Implement third party API’s and messaging apps into streamline guest communications that automate guest experience
STRATEGIES IMPLEMENTED
Developed informative, user-friendly Word Press website with booking capabilities that could integrate with PMS
Implemented software and APIs for customer rewards and guest communication
Developed streamlined email marketing campaign to prospects and customers
Created promotions and marketing campaigns on Airbnb, VRBO, Expedia & Booking.com
Launched Google Ads & social media campaigns aimed at business & vacation travelers
Automated Price Intelligence Engine (PIE) to increase/decrease rates based on occupancy
RESULTS ACHIEVED
70% Occupancy rates in first 6-months (market average was 45%)
$300/night average ADR in first 6-months (market average was $195/night)
Direct bookings accounted for 60% of all bookings
Achieved 8x Return on Ad Spend (RoAS)