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Ikal del Mar was a case study in how to do everything right. Starting from the design, positioning, marketing, management, and all internet activities.
Initially, basic market research suggested that a 200 room hotel charging $150 per night would perform at 60% occupancy and provide the best return on investment. When management and design company Prohotel International suggested building only 29 rooms and charging $500 per night, the investors were naturally concerned. After all, that would make Ikal del Mar the first luxury hotel in the area. Would it work?
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The property was once the estate of an actual Italian dutchess. When Rosa, the duchess of Ferrara, build a hotel from her estate, she engaged Hotelesys to reproduce the feeling online. Esencia is an experience distilled down to the five senses: sight, sound, taste, smell, and touch.
Focus on Content
When the hotel opened in 2005, competition for keywords was becoming expensive. Hotelesys had to augment the online advertising with extensive natural keyword rankings on search engines. To do so we created lots of content and visual appeal. Each page of the Esencia website is both a photo gallery and a living blog, maintained by the people who work at the hotel.
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