Case study
1 HOTEL SOUTH BEACH
50% Increase in Bookings Within One Month of Rebranding
Working quickly and aggressively to get the new brand up and running, we applied our expertise to ensure that the new owners did not see any revenue loss during the transition from the Gansevoort hotel brand to a new name with no history. In fact, I was able to increase the property’s revenue within the first two weeks.
Results
Increase in Website Traffic
Increase in Revenue from Mobile Devices
Increase in Overall Revenue
Rebranding Expertise Leads to Stellar Profits
The Challenge
Starwood Capital Group acquired the well-known, yet ailing Gansevoort Hotel Miami, located in a very competitive vacation market. The hotel/condo underwent more than $100 million in renovations and was being simultaneously rebranded, launching with a new and previously unknown name and web address.
The new brand was starting from square one and needing lightning-fast revenue results to ensure a successful launch.
Solution
We reshaped the property’s digital marketing strategy from the ground up:
- Reorganizing budget allocation for pay-per-click campaigns
- Quickly utilizing link redirects to ensure very little drop in organic search rankings and website traffic
- Launching a new OTA and direct purchase pricing strategy
We these new digital assets for the property in record time, making sure everything was in place by midnight on the day of transition. We launched the most aggressive digital marketing and revenue optimization campaign ever seen in the Miami market, earning the new ownership striking results that far exceeded their expectations.
Results
Within one month of rebranding, the hotel was making 50% more revenue than it did under the Gansevoort name.
- 30% Increase in Website Traffic
- 80% Increase in Revenue from Mobile Devices
- 48.6% Increase in Overall Revenue
*results within 2 weeks of launch