Hospitality businesses are leveraging digital marketing to connect with customers, engage them and improve occupancy rates. We have been working with India’s top hospitality brand Evolve Back Luxury resorts for 4 years and we have been successful in making a huge impact to improve visibility and occupancy rate. So let’s understand how we did it!
About Evolve Back Luxury Resorts
Evolve Back Luxury Resorts, formerly known as Orange County Resorts and Hotels, is a premium resort with properties in Coorg, Hampi, Kabini & Botswana. The Hampi resort is Vijayanagara Palace Themed resort & the Kabini resort is Kuruba Tribal Village themed resort. The Coorg resort lies within a 300 acre coffee plantation, surrounded by virginal forest.
The properties at Evolve Back offer private pool villas with experiences including coracle ride, plantation walk, boat safari and more. It is a place to have a memorable holiday experience for family, friends and couples.
Evolve Back Resorts brand philosophy is “Spirit of the Land” which is inspired by air, land, history, culture and natural beauty of the nature.
Objective
The objective of the brand was to:
- Improve brand visibility on Google search through paid ads
- Improve occupancy rate & reservations
- Brand Uplift
Strategy
- Theme based campaigns
- Content Strategy
- Targeted search campaign
- Remarketing through Search, Display & Video
- Hotel advertising
1. Theme Based Campaigns
We crafted theme based strategy to drive visibility and communicate different aspects of the resort.
a. Shades of Green
We created this campaign for monsoon season to communicate with the audience about the natural beauty of the resort, and how they can reset their mind and energise in lush green property of Evolve Back Coorg.
Below are few creative of the campaign
b. Spirit of Romance
Spirit of Romance campaign focused on reaching out to couples, and highlighting the romantic experience within the resort.
As the resort also offer honeymoon packages, this campaign also saw huge traction for honeymoon package bookings.
c. Festivities
Festivities theme focused on encouraging audiences to celebrate festivals at Evolve Back Resorts
d. Spirit of Resort
Spirit of Resort theme focused on different aspects of the each resort including wildlife, private pools, peace and nature
e. Call of the Hills
Call of the Hills campaign focused on communicating paradise, interiors, cuisine, air, valleys, birdsong, forests and forest steam within the resort.
2. Content Strategy
We further build content for each resort in form of video to communicate different themes including elegance, locale, romance, innovation etc
a. Spirit of the Land
Spirit of the land – Evolve Back Chikkana Halli Estate, Coorg
Spirit of the Land – Evolve Back Kuruba Safari Lodge, Kabini
Spirit of the Land – Evolve Back Kamalapura Palace, Hampi
b. Romance
Coorg – Romance
Kabini – Romance
Hampi – Romance
c. Elegance
Coorg – Elegance
Hampi – Elegance
Kabini – Elegance
d. Theme & Location
Hampi – Theme & Location
Kabini – Theme & Location
3. Targeted Search Campaign
Our Google ads search strategy focused on 5 key aspects as below
Targeted Search – We focused on high intent keywords to drive quality users to property pages and experiences pages.
Differential Bidding – Differential bidding was used to drive users from multiple search terms, which helped to drive more users at a lower cost.
Competition Terms – Competition terms were further targeted to drive users who were looking for competition properties on search. The ads communicated the value proposition of the businesses and the experience the resort offered, which helped to get more users in the sales funnel.
RLSA – Remarketing users on search helped to target users who were still researching on Google. We communicated. The ads communicated a differential messaging which encouraged the users to visit the resort pages again.
Key Metrics – We improved the key metrics including CTR, Conv. Rate, Quality Score and Cost per booking by optimising keywords, search terms, ad copies, cpc and ad communication, which resulted in more reservations at lower cost.
The Impact:
