Clients
Projects Tourism
From 10 to 14 nights?
Growth marketing with the holiday village Alta Val Pusteria
Curiosity pays off, especially when you have big goals. Just like the brothers of the holiday village Alta Val Pusteria. Their mission was to increase the average stay of their guests from 10 to 14 days. They chose growth marketing as their method. And the result? Was an exciting project that could teach us a lot.
Take two inquisitive brothers who have already gained quite some experience as hosts and entrepreneurs. A handful of our web marketing and campaign experts - also very familiar with the challenges of the tourism industry. Add a mission and the perfect growth project is ready to go!
GROWTH IS MORE THAN TURNOVER
"Our primary goal is not to increase our turnover. We are looking for a strategy to increase the average stay of our guests from 10 to 14 nights. This would save us quite a bit of time and resources, for example in organisation and cleaning." On this, the founding brothers of the holiday village Alta Val Pusteria agreed from the very beginning, and thus provided the first ingredient for a successful growth project: the ultimate goal.
WHAT'S BEEN DONE
In order to get closer to it step by step, the project's growth team left nothing untried. Among the measures were campaigns along the entire sales funnel with a focus on promoting stays of 14 nights. An in-depth website analysis. Content precisely geared to the target group in terms of key messages and wording. Landing pages, from the classic version to the one from the mum's point of view to the version with Typeform or Hotjar survey.
However, it is not the individual measures that make a project a growth project, but the reason why they are chosen.
DATA AND FLEXIBLE MEDIA BUDGETS
DATA AND FLEXIBLE MEDIA BUDGETS
Data plays a central role in growth marketing. The results of every measure and every experiment are closely examined. Only what brings the desired result is continued. For example, the classic version of the landing page proved to be the one that brought the highest hits and conversions. Accordingly, the other versions were dropped. The media budgets were also handled flexibly and increased or decreased depending on the success of a measure.
GROWTH IS NOT A SOLO TRIP
The basic prerequisite for any growth project is cooperation, which was particularly close in the case of the holiday village project. Weekly update calls and meetings ensured an intensive and fruitful exchange. After all, the secret of growth lies in giving and taking, in learning with and from each other.
FROM CONVERSATION TO IDEA
There was a lot to learn for the whole team. And the lively exchange was fertile ground for new ideas. For example, it turned out that the acquisition of new customers in the holiday village Alta Val Pusteria mainly works through word-of-mouth. With this in mind, a special voucher concept was developed that rewards both the existing guest and the new guest. Not an unprecedented idea, but a concept in a completely new framework. The campaign's motto is "Reward for me, gift for you - bringing joy pays off". Initial analyses show: The opening rate of the voucher emails is astonishingly high at over 50%. We will soon see if the redeeming rate can reach similar levels.
You have your own growth project in mind? No matter what your goals are, we’d love to help you achieve them. Contact us here.
These articles may interest you