Nisbet Plantation Case Study

Increase in Room Nights

Background

Nisbet Plantation is a 36-room boutique hotel and located on the remote island of Nevis – one of the most expensive islands in the region to travel to. The hotel’s sales were down, and the resort needed something dramatic to increase reservations and generate profitable revenue… that wouldn’t cost a lot of money.

Objectives

Develop a new, simplified rate structure that eliminates complicated packages, discounts and frills and instead, offers everyday value.

Strategies

MP&A did an extensive analysis to determine the break-even point, package and room distribution, business source contributions and average room rates by season. After testing a variety of rates and scenarios, it was determined that the resort could reduce its rates by 30% to offer guests everyday value rates. The new rate structure was promoted on the website, display ads, social media, email marketing and public relations.

RESULTS
Past guests, prospects and new leads responded well to the rate structure. The following fiscal year, Nisbet Plantation increased its room nights by 24%.

More Results

Bucuti & Tara

34:1 email marketing ROI

Governor's Land

12% increase in viewers 

Young Island

80% social media growth