Ibiza is a full-service hotel and spa offering its guests unique experiences and a new level of luxury. Being a type of accommodation that combines a hotel with a resort, they provide various health and wellness services such as massages, facials, body treatments, and saunas. Guests can stay in the hotel and also use the spa’s services during their stay. Besides its spa/sauna services, Ibiza also offers fitness centers, swimming pools, and other amenities. It is prevalent for vacations, romantic getaways, and people looking for a relaxing and rejuvenating experience.
What differentiates Ibiza explicitly from its competitors is offering private pools and saunas, establishing a luxurious and exclusive type of accommodation that offers guests their own personal swimming pool and sauna. The pools and saunas are typically located on the hotel room’s private terrace or balcony. They are available in a variety of sizes and styles, such as indoor or outdoor, infinity edge, or hot tubs. Moreover, the rooms are also typically accompanied by other high-end amenities such as comfortable loungers, parasols and private gardens. This type of accommodation is ideal for people who value privacy and luxury.
Being a hotel with private pools and saunas, Ibiza offers several advantages to guests.
- Privacy: Having a private pool and sauna allows guests to relax and enjoy these amenities without sharing them with other hotel guests.
- Convenience: Not having to leave the hotel room to access a pool or sauna can save guests time and energy, especially if they’re looking for a relaxing vacation.
- Luxury: Having a private pool and sauna can add a sense of luxury to a hotel stay and make it feel more like a high-end vacation.
- Health and Wellness: Pools and saunas offer many health benefits, such as improving circulation, relaxing muscles, and reducing stress. Having access to these facilities can enhance the overall wellness experience of guests.
- Romantic and intimate: Having a private pool and sauna can make for a romantic and intimate experience for couples on a getaway.
Family-friendly: A private pool and sauna can be an excellent way for families to spend quality time together and a great way to keep children entertained.
Social Media Platforms Leveraged
- Competition: There are many other hotels in the area competing for the same customers. As a result, the hotel struggled to fill rooms during the off-peak season and wanted to increase bookings year-round. For this reason, it took a lot of work to stand out and attract customers when faced with so much competition.
- Limited budget: They had a limited budget for marketing and advertising, making it difficult to compete with larger hotel chains with more resources.
- Building trust: Most customers research hotels online before making a booking. Building trust with potential customers was challenging, as they were hesitant to book a stay at a hotel they hadn’t visited before and which needed a solid digital presence.
- Keeping up with the latest trends: The world of social media is constantly evolving, and Ibiza needs to keep up with the latest trends and features to stay relevant and practical. However, the declined booking rates, especially after the pandemic, show that this could have been done more successfully.
- Highlighting unique features: Many of their competitors had similar amenities, making it challenging to showcase what made Ibiza memorable and attract customers.
- Managing the bookings: This was a problem since the bookings were made either through a phone call or direct messaging.
After identifying all the challenges mentioned above, our team focused on creating visually appealing and engaging content showcasing the hotel’s unique features, such as its terrace, spa, bar, restaurant, and private amenities. We also made sure to use the social media platforms leveraged to offer special promotions and discounts to followers and targeted ads to people who had previously shown interest in similar hotels in the area. This was an essential strategy employed to increase the chances of converting the target audience.
Our team of professional marketers created a social media plan that included posting daily on Instagram and Facebook with a mix of curated and user-generated content, as well as running targeted Instagram and Facebook ads. We also partnered with influencers to feature the hotel in their content and reach a wider audience. Moreover, we made sure to provide the target audience with package deals and details. We created package deals that include access to the private pools and saunas, and offered discounted rates for guests who book a room with access to these amenities.
Considering that the visual content previously demonstrated by the hotel needed to be updated, we have partnered with a professional photographer to ensure that the posts customers see daily are always up-to-date and convey its key features and atmosphere. The social media strategy was changed completely, building a whole different aesthetic around the building. The focus was on conveying the luxury aesthetic by highlighting the professionalism of the staff in general, including the restaurant with its master chiefs and the bar offering one-in-a-kind cocktails. High-quality images and videos of the hotel’s private pools, saunas, restaurant, and bar are critical to attracting potential guests and showcasing the amenities in a visually appealing way. Ultimately, we can firmly say that we managed to deploy a stellar social media marketing strategy with our client’s key benefits and specificities in mind.
Despite these challenges, hotels can still use social media marketing to successfully reach and engage with their target audience, build trust, and drive bookings. By developing a clear strategy, creating engaging content, and leveraging the right platforms and tools, marketers can overcome these challenges and achieve their client’s business goals. In this case, we used social media marketing to increase brand awareness, drive bookings, and improve customer engagement establishing a decent case study of implementing a successful social media marketing campaign for a hotel.
Website Traffic: The hotel saw a 30% increase in website traffic.
Bookings: 40% increase in bookings within the first six months of the campaign.
Followers: They also saw a 25% increase in social media followers and a 20% increase in positive reviews.
Positive Feedback: The hotel also received a lot of positive feedback from customers who had booked stays based on the social media campaign and the hotel’s Instagram page.
Engagement: 210% increase in engagement with social media platforms, mainly demonstrated through direct messaging and showing interest in booking a room.
Optimized Booking Management: One of our team members was assigned to take care of the bookings via private messaging to ensure responsiveness once a potential customer demonstrates interest and the sufficiency of the information provided.
This case study demonstrates how our team uses social media marketing to increase brand awareness, drive bookings, and improve customer engagement for a hotel. By creating visually appealing and engaging content, offering promotions and discounts, and targeting ads to a specific audience, we were able to attract new customers and increase revenue during the off-peak season.