The ability to book travel in the digital age has brought new opportunities for travelers and an increased amount of competition for hotels and resorts. As luxury travelers around the world become increasingly discerning, with access to all sorts of options on amenities and the ability to price-shop at their fingertips, standing out from the crowd has never been more important for your continued growth.
Resort marketing requires the ability to play in many different arenas: it’s part science, part art, and part ceaseless, devoted research. It’s so much more than just placing an ad: how, where and when those ads air are just as important as how your property is displayed and described to each demographic of your target audience.
With our collective experience, we know how to strategize media buying that reaches the right people at just the right moment, helping them to get to that decisive yes.
We’ve specialized in luxury hotels and resorts since 2003. We work with our clients to hone strategies for increasing profitable room nights, by reaching the right target audience in the right environment, right where and when they are actively open to making a decision.
In the complex and ever-changing media landscape, we navigate our partners through traditional and digital marketing opportunities, using extensive tools and outside-the-box creativity to craft a custom marketing experience. Are you looking to reach Millennials? We know where to find them, how to engage them, and what gets their wallets to crack open. Are Baby Boomers your target? We’ve got you covered! We understand the buying experiences they seek, and the methods that make them feel good about investing their precious time and funds on your resort. We stay on top of the latest trends, not settling for anything less than the leading edge.
Our team members have enjoyed the opportunity of working some amazing properties, including:
- Hotel Del Coronado
- Grand Wailea
- The Broadmoor
- Sea Island
- La Quinta Resort & Club
- Miraval Resort and Spa
- Monarch Beach Resort
- La Costa
- Barton Creek
- The Homestead
- Montelucia Resort and Spa
- Grove Park Inn
- Amelia Island Plantation Resort
- Rancho Las Palmas
- The Edgewater
- Caneel Bay
- Little Dix Bay
- La Samanna
- The Logan Hotel – Philadelphia
- Winter Park
- White Lodging
We know how to bring your audience to you and know that their demographics change with the time of year. As you well know, each season has its own guests that are drawn to you, and we make a point of customizing the campaign with each stage of your needs in mind, to reach the right travelers.
While we have a flair for the “feel”, we also focus extensively on data. Impactful marketing that is worth your time and money has to be based on knowledge, not just assumptions about your industry and your consumers.
We aim to thoroughly understand your target audience using primary and secondary sources in order to minimize any wasted impressions or ad dollars. We also invest powerfully in staying at the leading edge of metrics: Blue Onion invests over $200,000 annually in data resources, including Nielsen TV & Audio ratings, Scarborough, MRI-Simmons, Kantar Media Intelligence and Strata planning and buying software. Sometimes when a tool doesn’t exist, we’ll create one, like our proprietary Group/Meeting Planning Tool. We are obsessed with getting added value and great placement for our clients, which means that we insist that you get nothing less than the best!
Blue Onion strategizes with our clients to identify profitable feeder markets in order to ensure that your marketing dollars are working their hardest and smartest. We are continually investigating new markets and new opportunities to reach out to luxury travelers who have not yet had the pleasure of experiencing your resort. All of our resort plans also have vital strategic elements to engage local residents in exploring your property’s restaurants, golf courses and spas, especially during seasons where you may have fewer out-of-town visitors.
We are constantly updating our media plans to react to the ever-shifting market conditions. We are known for our clear, regular communication and make a point of checking in with our clients often. We understand the pacing of reservations and supporting peak seasonality- we are there when you need us, and have the experience to anticipate when changes in the market will require extra support. We’re known for our forward-thinking adaptability and can help by creating effective solutions when your optimal occupancy goals aren’t being met.
Finally, we’re not just satisfied with offering a service – we are driven by RESULTS. We treat every advertising dollar you invest with care and careful consideration. We audit every invoice down to the penny, to make sure our plans and buys run as expected in the marketplace. We’re always ready to hold those we work with accountable in our negotiations, to ensure that you get the maximum value for your money. We’re only satisfied with the campaign when we see a great return on your investment!
Give us a call today and learn more about how to increase your sales while working with a fun, creative team of experts. We can’t wait to brainstorm with you! (303) 597-9661