2018
Strategy Planning I Content Marketing I Project Management

Luxury Resort Content Marketing

A Texas-based luxury resort retained Rachael Hall Creative to identify content marketing strategies (inbound SEO, SEM, and social media) to help increase online bookings for their world-class accommodations, bespoke amenities, and five-star restaurant.

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Project Summary

Project Overview

  • Retained by a luxury resort in Texas to lead a content marketing strategy focused on increasing online bookings and local engagement.
  • Existing marketing efforts emphasized influencer-style content aimed at international audiences.

Key Insight

  • Sales and booking data showed the resort’s highest-converting audience lived within a 150-mile radius.
  • Current campaigns were misaligned with actual guest behavior and demand.

Strategy Recommendation

  • Proposed a shift to locally targeted, conversion-focused campaigns.
  • Developed a plan combining:
    • SEO-driven content
    • Paid search and social campaigns
    • Social media initiatives tied directly to booking and reservation pages

Collaboration

  • Partnered with the Executive Chef and business development team to align campaigns with regional guest preferences.
  • Designed campaigns to increase both resort stays and on-site dining reservations.

Outcome & Learnings

  • Early social campaigns performed well and validated the local-market approach.
  • Leadership ultimately chose not to pursue a local growth strategy and exited the property.
  • The engagement strengthened my experience in account management, campaign development, content planning, and data-informed digital strategy—highlighting the importance of aligning marketing decisions with real market data.