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.
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