SOCIAL MEDIA , PROPERTY |
Low occupancy days got you down ? California-based Terranea Resort found a solution . The 360-room property ’ s “ Travel Tuesday ” campaign offers contributed over 52 room nights and just over US $ 17,200 for key low-occupancy dates ( not including ancillary revenue from Travel Tuesday offers for dining , spa , golf , retail and recreation , or revenue generated from guests within these departments while redeeming their stays ). The top-performing post promoted a low-occupancy Sunday night stay on Father ’ s Day 2018 . The 50 % off room offer encouraged Terranea guests to “ treat dad ” to an overnight stay , when they previously may not have considered it . Additionally , over this period , Facebook directly contributed as the top traffic referrer to Terranea . com , generating US $ 53,877.64 in revenue and over 387 inbound calls .
“ Our guests have learned to check in with Terranea Resort on social media to find exclusive weekly promotions only available to Terranea fans — a unique offering not available at other hotels on such a regular basis ,” says Hilary Feutz , the property ’ s associate director of communications who also oversees social media . “ While we do invest a minimal amount to
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boost the Travel Tuesday weekly Facebook posts , the demand for and relevance of the content is the true driver of the campaign ’ s success and shareability .”
Why was the Father ’ s Day promotion such a success ?
“ This strategy works especially well when paired with holidays and seasonal events
...[ T ] HE DEMAND FOR AND RELEVANCE OF THE CONTENT IS THE TRUE DRIVER OF THE CAMPAIGN ’ S SUCCESS AND SHAREABILITY .
TERRANEA RESORT ’ S HILARY FEUTZ
that fall on dates we have a desire to drive booking for : in this case , Father ’ s Day ,” says Feutz . “ The Father ’ s Day Travel Tuesday offer found a sweet spot of emotion and utility while playing into the exclusivity of being offered only on social media .”
Budget : Each Travel Tuesday post was “ boosted ” with a minimal spend ( typically US $ 100-US $ 200 )
Goals : Generating revenue for key need / low occupancy dates
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Target audience : Guests who are affluent yet unpretentious , well-traveled , sophisticated and experiential , with 62 % of leisure guests coming from Southern California . Targeted guests ’ average household income is US $ 200K-plus and they are between the ages of 35-54
ROI : From January 1 , 2017 , through June 18 , 2018 , Travel Tuesday room stay offers have contributed over 52 room nights and US $ 17,235.25 for key low-occupancy dates . The top-performing Travel Tuesday post , promoting a low occupancy Sunday night stay on Father ’ s Day 2018 , resulted in the booking of 26 room nights and over US $ 6,490 in total trackable revenue . Judges ? Freeman : Terranea Resort created authentic conversations through individualized , human conversations . They succeeded by combining one-to-one communication with property level messaging . Wesley : Terrenea took a strategic approach to word-of-mouth marketing and managed a thoughtful influencer campaign at scale
Runner-up : The Cove Rotana Resort
See Terranea ’ s full package of social around Travel Tuesdays : hotelsm . ag / TravelTues
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28 hotelsmag . com October 2018 |