IDEA
We have a unique place, but we do not know how to show it beautifully online. It is necessary to promote booking in the offseason and go to the audience outside the state.
The boutique hotel with 18 rooms, located in the rocky mountains, was faced with a drop in the low season and wanted to increase the number of direct reservations, reducing the dependence on OTA (Booking, Airbnb).
Brand Foundation
The team held a photo shoot, designed social profiles, and made an email sequences. Everything looked stylish, natural - and attracted precisely those we wanted to see.
We started with a branding:
- online booking, photo and reviews
- Visual Concept: slow-living, wellness, nature
- photo and video content (numbers, terrace, breakfast, nature trails)
- design profiles on Instagram, Google Business and Pinterest
- email funnel for segmentation of guests: couples, digital-nomads, families
Growth Activation
Google Ads and Pinterest brought leads cheaper than Airbnb. But email replacement was a real breakthrough — people returned to book after 1-2 emails.
Implemented solutions:
- Google Search & Display Ads: "Romantic Getaway", "Quiet Retreat near me"
- Pinterest ADS: Visual Pins with Call-to-Book
- Meta Ads: Landings with an emphasis on emotions (fireplace, wine, mountains)
- Email marketing: Welcome Series, Abandoned Booking Follow-Up, promo in the off-season
- Booking Flow Optimization: Simplification of the reservation of 2 clicks
- CRM + analytics by type of guests and return time
Functionality
- Landing page with booking and room options
- Google and Pinterest Advertising
- Remarketing campaign: landing + emails + social networks
- Content Plan for 2 months for Instagram and Pinterest
- Email scenarios: After-Stay, Birthday, Win-back
- Integration with Property Management System
- Dashboards on CPA, LTV, traffic and filling channels
Results
- +287 booking in 6 weeks
- CPA with Google Ads: $8.60, with Pinterest - $6.25
- +62% loading in Dead October (EOY)
- 4.3x ROMI on an email throat
- Organic growth Pinterest: +1.2K subscribers
- The proportion of OTA-brains decreased from 74% to 41%
- The Average Order Value is increased by 17% thanks to Upsell offers
Partnership
For a long-term basis we:
- update content for seasons: winter, spring, autumn
- conduct a monthly analysis of campaigns indicators
- optimize the email funnels by response time and re-reservations
- set up automatic segmentation of new guests
- prepare special projects with bloggers, influencers and videographers
- introduce A/B tests of offers in the landing and email
The client received a stable flow of direct booking and reduced the dependence on OTA, relying on his own digital brand.
