Jamaica Inn Case Study

Background

Family owned since 1950, Jamaica Inn is a 55-room luxury hotel situated on a private beach in Ocho Rios. Long known for its friendly hospitality, the hotel had an unusual competitive advantage having earned the No. 1 ranking on TripAdvisor out of almost 300 on Jamaica. Five years following the onset of the economic downturn, occupancy and revenue had yet to return to pre-recession levels and had remained relatively flat for a period of two years.

Objectives

In 2012, MP&A Digital was retained to develop an iCRM program for Jamaica Inn to build and strengthen relationships with past guests, prospects and the travel trade. Primary objectives were to:

  • Increase occupancy and revenue by 10% in the first year by increasing bookings across all channels
  • Grow direct bookings

Strategies

Nurture past guest and prospect database with email marketing. Engage with them on social media before, during and after their stay. Launch a responsive and adaptive website that encourages direct bookings.

RESULTS
Room revenue began increasing immediately after the launch of the resort’s iCRM program and far surpassed the original 10% increase in Year 1. In six years, revenue has increased 70%. Direct, non-commissionable room revenue almost doubled at the end of year three.

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24% room night increase

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