Marketing Case Studies

Introduction

Panja Resort offers a choice of 35 rooms, ranging from luxurious suites through to standard double and twin rooms. Facilities include a beautiful infinity pool surrounded by sun loungers, spa, restaurant serving an eclectic selection of Asian and Western cuisine, a rooftop bar where guests can experience the spectacular 360 degree views, beautiful gardens and much more besides. The resort also arranges travel and tours for guests.

Advance Website Design undertook all the launch marketing as well as all the photography. Additionally, Advance installed and configured all the systems for the business, prepared documentation and carried out staff training for all customer facing staff.

Advance integrated with and operated as an extension of Panja's own team.

The detail

The following is a list of the work carried out by Advance over 7 months during 2016:

• Development and implementation of marketing strategy
• Logo design
• Setup and configuration of all staff email accounts
• Development of a responsive website
• Search Engine Optimisation (SEO)
• Configuration of Pay Per Click (PPC) campaign
• Website promotion across social media
• Creation and optimisation of all social media profiles including Facebook, Google+, Instagram, Pinterest, Twitter and YouTube
• Design of a blog and drafting content to post
• Creation of TripAdvisor profile and strategy to maximise ranking
• Set up of email marketing system including website integration
• Design of business stationery
• Design of billboards
• Photography and photo editing
• Production of a short promotional video
• Luxury travel blogs; identification and assessment of, as well as promotion to these key influencers
• Restaurant menu design including liaison with the chef
• Pricing strategy
• Setup and configuration of a free accommodation booking system including website and Facebook integration
• Setup and configuration of a free restaurant booking system including website integration
• Creation of profiles and maximisation of ranking on OTA’s including booking.com, Expedia, Agoda, AsiaTravel, Traveloka and TravelBook
• Drafting of direct booking terms and conditions
• Staff training for all customer facing staff including initial staff consultation, preparation of a comprehensive training manual and undertaking the training, including staying in the resort to work with the staff across all shifts
• Regular meetings and reviews with the owners of the resort

The results

As a direct result of the work undertaken by Advance, along with the team at Panja Resort, the following was achieved:

• 157% increase in occupancy
  
• 31% increase in revenue per room per night
  
• Staff training and development resulting in a highly motivated customer facing team
  
• Website has achieved page 1 ranking on Google and Bing for many key searches
  
• Facebook; 4.8 out of 5 review score and 4,000 page likes
  
• Google; 4.2 out of 5 review score
  
• TripAdvisor; 96% of reviews rated Panja Resort excellent or very good (74% rated excellent)
  
• Significant restaurant revenue increase achieved from guests staying in the resort as well as bookings and walk-in guests from across the city
  
• No overbooking of accommodation or restaurant and detailed reporting from accommodation and restaurant booking systems
  
• Rating on key OTA’s:
  
• booking.com – 8.9/10
• Expedia – 4.5/5
• Agoda – 9/10
• TravelBook – 4.5/5