Case Study #2

Overcoming off-peak season and low occupancy rates for a resort in Malaysia.

Background

A resort in Perhentian Island, Malaysia, sought to increase its occupancy rate during the low peak monsoon season. The objective was to attract both local travelers and European tourists, despite the challenging weather conditions and increased competition on the island.

TARGET AUDIENCE:

  • Travelers from Malaysia.
  • Tourists from European countries.
  • Repeat customers of the resort.

OBJECTIVE:

The primary goal was to increase bookings during the off-peak season by targeting both new and returning guests, ensuring steady occupancy even in challenging market conditions.

CHALLENGE:

  1. SEASONAL LOW DEMAND:
    The resort faced the challenge of attracting visitors during the monsoon season when tourist interest typically declines.
  2. HIGH COMPETITION:
    Numerous resorts in the same location intensified the competition for a limited pool of travelers.
  3. DIVERSE AUDIENCE:
    The strategy had to appeal to both local Malaysian travelers and European tourists, each with unique preferences and travel habits.

STRATEGY/APPROACH:

  1. OUTCOME-BASED MARKETING:

    The campaign focused on driving measurable outcomes, ensuring that every marketing effort contributed directly to increasing occupancy.
  2. MULTI-CHANNEL APPROACH:
    We utilized both organic and paid channels, including Facebook and Google Ads campaigns, SEO to maximize the resort’s visibility across different platforms.
  3. SOCIAL MEDIA ENGAGEMENT:
    We consistently updated the resort’s social media with new promotions and travel tips, leveraging the latest trends to keep both potential and repeat customers engaged.
  4. TARGETING REPEAT CUSTOMERS:
    Special promotions and offers were directed at repeat customers through social media, encouraging them to return during the monsoon season with enticing deals and experiences.

Reached over 7,200 new users across Malaysia and European markets at an acceptable cost.

Increased visibility during the off-peak season by covering all key channels, including Facebook, Google Ads, and organic social traffic.

Successfully engaged both new and returning customers, broadening the resort’s market reach.