Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Ser Casasandra is a unique boutique hotel, located on Holbox Island, is located along the Gulf of Mexico and the Caribbean Sea. The hotel is renowned for offering deep therapies and spiritual retreats. Ser Casasandra offers sea views, a private beach with cabanas, on-site restaurant, and spacious rooms. It's an excellent pick for a romantic getaway, private weddings thanks to its rustic-luxe suites, gardens, pool, and handcrafted art.
Goal #1: Capture searchers in the planning stages looking for romantic or enjoyable beach holidays and introduce them to its ocean facing suites, dining options, expansive wedding space, and eco-friendly practices and convert them to bookings.
Goal #2: To make the hotel a focal point of ideal beach holiday destination, and everything from the design, décor, culinary experience, and amenities of Holbox Island. Ser Casasandra sought to create a more coastal island feel and to highlight the property’s rave guest reviews (ranked as a top 15 out of 195 hotels on TripAdvisor).
Goal #3: Enable the other goals by creating a new modern website and mobile experience that are user-focused, providing an immersive experience, and intuitive architecture, giving guests an easy way to book their dream getaway at this idyllic waypoint of the Gulf of Mexico and the Caribbean Sea.
• Milestone was asked to develop a holistic digital marketing presence that encompasses new mobile and desktop sites.
• Build for search and user experience - and reinforced with social engagement to capitalize on hotels local and leisure markets.
• The new site also highlights its comprehensive amenities, dining outlets, and direct access to the coastline.
• Create a booking process for meeting and event spaces perfect for conferences or romantic coastal weddings.
• Extensive promotion of the wellness center which offers therapies, massages, and wellness programs ideal for all kinds of travelers
• A blog curating content around the destination and healing therapies
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
The hotel decided to build its new website on the most advanced hospitality martech CMS platforms combined with world-class creative design and content. The reason we highlighted the site for consideration is that the website dominates all keyword searches in the local market.
Ser Casasandra saw solid results in 2021 as international travel was still out of favor and restricted by covid. They needed to take steps to further enhance an already productive website. Their site excelled at communicating a holistic wellness story and to that they added a knockout redesign.
Since Milestone created an engaging and user-friendly site that speaks to the target audience across all devices. Milestone’s approach is now successfully driving wedding and leisure travel resulting in the hotel gaining an even stronger presence in the Isla Holbox, Mexico market.
The new content emphasizes the Mayan wellness and therapy offerings, outdoor swimming pool, access to beaches and pet-friendly hotels and restaurants. The overall engagement has increased significantly, with a key decrease in bounce rate. The higher engagement on the wedding pages and targeting event planners, traffic, and pageviews are up with an increase in RFPs, showing improved strength and interest from the group segment.
January – September 2022 compared to prior year YOY
· 33% increase in clicks to website on google search
· SERP CTR rate of 6.1% much higher than the average benchmark of 2.18%
· Significant large contribution of conversion via the blog built on Milestone CMS platform
· +58% increase in traffic from organic sources
· Traffic and key KPIs from GMB increasing, +17% increase in request for direction and +20% increase in visit to website
Among the challenges solved were the previous site’s dated design, which lacked usability, organization, and an intuitive architecture and navigation that speaks more to the Ser Casasandra name and what they have to offer.
Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The overall cost of the project included design, content writing, website development, and access to Milestone SEO-first CMS platform and reporting platform. The hotel additionally spent SEO promotion, adding microsites to promote their meetings and weddings.
Additionally, the websites were built to be ADA conforming and the hotel added conversion and special offers limited time offers module, event calendar and revenue recovery/booking cart abandonment features to optimize an end-to-end digital marketing experience.
The website has achieved the key goals that the client was looking to achieve and has delivered an ROI which far exceeded the cost. Milestone’s approach is now successfully driving wedding and leisure travel resulting in a stronger presence in Holbox Island and neighboring leisure markets.
*Please select a budget range:
Actual Cost: $29K
Revenue Generated: $284k
ROI: 3.9X
Entry Title
Hotel Ser Casasandra Combines Local, Schemas, FAQ, and Site Speed to Leapfrog Competition in Holbox Mexico Market