Case Study Art Hotel
The Story
The Art Hotel Laguna Beach is a lovely hotel at the end of the main Laguna Beach Drag. It is steps away from the trolley that takes visitors to the beach, has underground complimentary parking, complimentary breakfast, a pool and many other wonderful amenities. Over the course of a couple of years, the hotel’s visitors began declining. The owner was considering what could be done to bring this hotel’s revenues back up. We noticed that the hotel was being marketed as a “Boutique Hotel”, people were expecting a certain level of luxury when they reached the hotel.
However, the hotel’s main selling points are it’s large specious rooms, private inner-courtyards, and the outdoor heated pool. We recommended repositioning the hotel to be the best option for families and budget travelers. The hotel began serving popsicles by the pool to kids visiting the hotel. We focused on the hotel’s ability to cater to families and “embrace the mess”. The new campaign went out on social media, OTT, and on google ads. Withing 6 months, the hotel’s revenues had grown by 150%!!
