Challenge: Aligning the target market with added inventory
One small vacation rental company with 36 cabins in the Northeast was preparing to build two large properties. One of them would include an indoor swimming pool and be located about a mile away from a popular resort. In addition to adding a couple newly constructed homes, the company was also expanding their management program. This meant 20% of cabins would be eight-bedrooms or larger. By 2024, the company will own 8% the properties it manages.
The majority of their revenues came from Vrbo. As their inventory evolved, it demanded a different kind of clientele. They needed a change in their marketing strategy. marketing strategy. Their brand was around since 1999, and still used the logo that the owner drew on a napkin. The website was not updated in over five years, and the majority were inquiries for budget-friendly trips or general stays in the area.
Marketing Strategy: ADR vs Conversion
To align the marketing to the future direction of our products and services, we began at the top. Our months-long efforts resulted in an increase of 217% in sales revenue by January 2025.
The company’s vision and mission was to provide an environment that is comfortable, clean and spacious for people of all backgrounds to enjoy time together. The co-founders built several homes themselves, having designed them to be vacation homes. Each home had a game area, an outdoor hot tub, and a firepit. The ADR rose as the houses grew in size and quality, and conversions fell.
It was decided to use the refreshed branding and messaging to redesign the website to give it a better look and feel. Google Ads was then changed to focus on different keyword groups, and to direct traffic to landing pages dedicated to the new website for a better experience. This increased conversions by 1% to 2,2%.
Drive Revenue Directly over OTAs
To help the new inventory standout on the OTAs we created branded collages highlighting the well-maintained amenities. A photo shoot with a multigenerational family showed how outdoor spaces brought people together. The photos were viewed for longer and more qualified leads contacted the company.
After the transformation, social media videos of walkthroughs and concerted public relations efforts in the local area culminated the project. Calls from corporate brands asking to make blocks of reservation for multiple properties were received and local event coordinators began negotiating reservations for several properties at the same time. The new business opportunities were exactly what the company hoped to attract through their upscale properties, enhanced management services and social media videos showing walkthroughs of the spaces.
Results of Google Ads and Social Media
These combined efforts led to significant improvements in all metrics
- Bookings have increased by 17.9% in the spring compared to last year with a 10.3% rise in ADR
- In January 2025, revenue generated by the website increased 81% compared with January 2024
- Google Ads – 30% Increase in Bookings
- The highest click-through rates in the past 12 months were seen on social media, at 7.4%
- Google reviews give a 4.8-star rating, which ranges between 4.0 and 4.5 stars in this area.
Learn about Branding, Online Reviews and Reviews.
Aligning branding and the online user experience with the quality of guest experience led to increased conversion rates, and REVpar allowed the company to grow. This alignment was amplified by social proof points, which increased the effectiveness of marketing.
When the photography, tagline, and logo accurately represent the experience a guest can expect, it increases the likelihood that they will reach the correct audience. This in turn, improves the guest’s satisfaction. This case shows how strategic alignment of marketing creates growth opportunities that are sustainable for hospitality providers.
This vacation rental company, by building an online presence that matched the splendor of the beautiful, well-equipped cabins it was building, enjoyed a 11% increase in revenue year over year, while positioning itself for continued growth in the luxury accommodation market.
Cayuga Hospitality consultants
Cayuga Hospitality Consultants The network is made up of independent consultants from around the world who are focused on the industry. Consultants can be hired to work on individual assignments, or they can form a team for a specific project to help our clients achieve their goals. Expertise includes operations, sales, management, finance, asset, technology, insurance litigation, sustainability, and development for all hospitality areas, including resorts/hotels, clubs/spas, restaurants/bars and casinos. The Consultants’ main goal is to offer practical, profit-oriented consulting services for a variety of hospitality business models and property types.
Follow them on Twitter or view their services for hospitality consulting. LinkedIn.
