Case Study #5

Expanding from a single market to multiple revenue streams

Background

This island resort is renowned for its crystal clear waters and serene environment. However, it previously relied heavily on the key market segments: travellers from China.

CHALLENGE:

  1. LOW OCCUPANCY DURING NON-PEAK SEASONS
  2. OVER-RELIANCE ON A SINGLE DOMESTIC MARKET
  3. SLOWED GROWTH IN OUTBOUND TRAVEL FROM NEIGHBORING MARKETS

STRATEGY/APPROACH:

  1. IMPLEMENTED A FULL-FUNNEL DIGITAL STRATEGY supported by multilingual content.
  2. TARGETED SPECIFIC AUDIENCE SEGMENTS based on demographic, and behavioral signals, resulting in optimized engagement.

Outcome:

  • Increase in DIRECT BOOKINGS
  • 40% GROWTH in enquiries
  • Diversified customer base-attracting tourists from AT LEAST 5 DISTINCT MARKETS

Key Takeaway:

  • Using the right strategy and localized messaging can become a destination for diverse markets.