About This Project
Build a strong digital hospitality presence in top markets for increased bookings
is a premier accommodation provider in Niseko, Japan. They have been managing and marketing high quality condominiums and resort style homes in Niseko for over 13 years and are the market leaders in relation to products, services and service delivery. In 2014, HT Holidays won the prestigious award for the Best Ski Chalet in Japan
from the World Ski Awards
, beating out other top hospitality competitors throughout the region.
HT Holidays’ properties offer contemporary, comfortable interiors, and the latest in cutting edge alpine architecture. They offer over 200 luxury resort homes, condominiums and penthouses to suit families, couples or small groups traveling to the powder snow capital of the world.
HT Holidays’ advertising had reached a plateau, they were looking to expand their hospitality marketing efforts to gain more bookings through their slower seasons from their top markets which include: Australia, Japan, United States, and S.E. Asia. One of their biggest challenges was that they were in a very competitive space, therefore they were not getting a strong enough return on investment from their campaigns. Their campaigns lacked strategy, unique messaging, and most importantly integration of digital channels.
Pepper Gang knew that this would be a challenge. It would require implementing a unique strategy to differentiate HT Holidays from their local competitors while expanding to new target markets and integrating each digital channel to compliment each other to gain results. Below is how Pepper Gang tackled their unique situation.
Pepper Gang’s plan was to create a strategy focused on providing a well-rounded, integrated marketing plan. Their efforts were designed to connect with current customers, prospects and brand loyalists throughout their decision path to booking. Pepper Gang put in place activities to gain more visibility and traffic directly to HT Holidays’ newly designed website. Moreover, to keep current customers engaged and encouraged return visits to build brand advocacy.
Pepper Gang’s strategy included integration of the following channels and activities:
- Developed a unique marketing strategy and messaging for each target area
- Restructured and organized hospitality marketing campaigns targeted towards the travelers decision cycle
- Designed and developed an in-depth remarketing strategy
- Expanded advertising and media buying
- Connected social media efforts between platforms
- Built organic visits through search engine optimization
- Partnered with complimentary businesses to cross-promote and build awareness in each local market
- Finally, created the Dare to Adventure community to raise awareness in the travel community and make HT Holidays the leader in travel destinations in Niseko.
Comparing 2014 over the 2013 year
Traffic increased: 108% Referral, 109% Direct, 146% Organic, 1,364% Social Referral
Goal conversion rate increased 400%
Bookings increased 495%
As a result, the DTA community is active in over 30 countries around the world
Pepper Gang and HT Holidays have enjoyed a long partnership over the last 4 years and are looking forward to the next stage of their partnership.