The Challenge

Hotel del Coronado embarked on a multi-phase re-imagining of the resort, planning extensive hotel updates along with the construction of 75 new oceanfront full-ownership condominiums. For the project to be a success, management would need to rethink its marketing strategy to modernize the resort’s amenities, activities, and in-room features to appeal to today’s discriminating luxury travel consumer.

Management needed to get a better
understanding of:

What are the general levels of interest in the hotel itself and its new full-ownership concept?

What are the amenities and features that would maximize the resort’s appeal?

What should the new full-ownership concept be named?

How should the advertising messaging be shaped to drive purchase interest?

How should the advertising messaging be shaped to drive purchase interest?

What new hotel features resonate most with luxury travelers?

What does the profile of interested consumers look like for both potential offerings?

The Findings

87% of the luxury travelers in the study were very interested in visiting the property after seeing renovation renderings and a description of the new guest rooms.

Some important must-haves that will attract visitors to the property are an ocean view, a balcony, poolside service, and elevated dining.

There is interest in full-ownership condos, because many felt like it was a good investment and love the property.

The Solution

The Olinger Group implemented its customized brand image approach to identify features and amenities having the greatest positive impact on both hotel stays and full-ownership condominium purchase interest. The research plan incorporated a naming and message evaluation to help the resort.

The Outcome

After incorporating The Olinger Group’s research findings into its marketing strategy, including adding new design features into the construction plans, the resort was able to completely sellout its inventory of 75 oceanfront luxury units, priced between $1.3MM and $5.2MM per unit, in just five weeks, well before construction was completed.

Press link:

PR News Wire

All Our Case Studies

2022-01-14T17:42:24-06:00
plate of fruit and vegetables with exercise equipment and water bottle

Diabetes Support Program

Based on findings the company was able to optimize the features and benefits being offered. The program was re-developed to be more customized to help patients manage medication, diet effectively, and maintain positive behaviors while living with diabetes.

2022-01-14T07:07:57-06:00
woman cheering while looking at her mobile phone

Health and Wellness Rewards Program

Research results provided by The Olinger Group enabled the company to restructure its online app to integrate the new wellness rewards program concept, incorporating suggestions directly from healthcare consumers.

2022-01-14T07:08:43-06:00
woman with shopping bags walking into a shopping mall

Luxury Shopping Center

The research revealed that the shopping center is viewed as a destination and social hub based on its wide variety of stores and restaurants. While locals identified several pain points, such as a lack of sufficient parking and poor customer service in the high-end stores, participants found no urgent need for major structural improvements.

2022-01-14T07:09:40-06:00
kitchen counter with shelf and fresh herbs and coffee pot and toaster on counter

Porcelanosa Annual Sale

After digging deeper to get the customers’ point of view, it was uncovered that awareness of the annual sale was strong among customers and prospects, driven by Porcelanosa’s targeted mail-based advertising campaign conducted in the weeks prior to the sale.

2022-01-14T07:10:19-06:00
couple eating breakfast looking out a picture window in a hotel room

Luxury Hotel

Research revealed their current advertising featuring families was keeping adult and business travelers away. The hotel concluded that focusing on messaging that is more adult-oriented and business oriented would allow them to raise their average daily rate.

2022-01-14T07:11:03-06:00
hotel del coronado hotel resort picture on lawn

Hotel del Coronado

After incorporating The Olinger Group’s research findings into its marketing strategy, including adding new design features into the construction plans, the resort was able to completely sellout its inventory of 75 oceanfront luxury units, priced between $1.3MM and $5.2MM per unit, in just five weeks, well before construction was completed.

Let’s Make Things Happen

the olinger group O

The Olinger Group

504.208.4300

By submitting my data I agree to be contacted