The Somerset on grace bay Case Study

Background

Located on world-famous Grace Bay on Providenciales, Turks and Caicos, The Somerset on Grace Bay is an intimate, award-winning five-star resort where couples and families alike enjoy treasured times together. After the great recession of 2008, while most resort had recovered, The Somerset’s sales performance continued to decline experienced a significant decrease in occupancy and revenue.

Objectives

Only then could work begin on objectives to:

  • Build awareness, help differentiate the resort and drive incremental revenue
  • Increase marketing effectiveness and ROI, and
  • Capture more profitable direct bookings thus reducing commissions paid to tour operators and OTAs

Strategies

An audit of The Somerset’s marketing program showed that while it had a competitive budget there were several flaws. The resort lacked a clearly defined target audience and positioning, operated with too many independent marketing partners functioning like siloes and wasn’t employing database marketing. MPA created a comprehensive marketing plan that included our signature iCRM approach (link to Approach page). Efforts included optimizing the resort’s website, increasing public relations efforts, brand recognition outreach, leveraging its database and engaging on social media.

Results
Within two years, the resort doubled its revenue and increased guest satisfaction almost 100%. The resort appeared on “Best of” lists in coveted travel media outlets and received editorial coverage in targeted publications. Website visits from ideal affluent audiences increased by 71%. The resort quickly increased its direct bookings no longer depending as heavily on OTAs.

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