Introduction
Sublime Samana Hotel & Residences, a luxury resort in the Dominican Republic, partner’s with Sojern under the guidance of Prohotel International to enhance their digital marketing strategy and grow their direct bookings, while increasing website traffic and brand awareness in the competitive Caribbean luxury hospitality market.
Objectives
As a small independent luxury resort, Sublime Samana wanted to increase its exposure in the market, generate more direct bookings, and reduce its reliance on OTAs. Due to its limited marketing budget, the resort needed a cost-effective solution that would allow it to reach the right audience and grow its brand presence.
Solution
Since 2012, Prohotel International has overseen Sublime Samana’s marketing efforts, and they partnered with Sojern to implement a targeted digital strategy. Sojern’s Commission model was ideal for Sublime Samana as it allowed the resort to only pay a commission on completed stays, eliminating financial risk, and enabling them to compete with larger brands.
Sojern ran digital advertising across multiple channels—Search Engine Marketing (SEM), Facebook, Instagram, programmatic display, and metasearch—to ensure that Sublime Samana reached potential guests during their travel planning. Sojern’s advanced targeting capabilities allowed them to pinpoint the perfect audience, effectively driving brand awareness and boosting direct bookings, even during low-season at the hotel. Prohotel also utilized Sojern’s creative design services to help build engaging ads for the campaigns.
"From the beginning, it’s been an easy process. The customer care and how easy it is to be in communication with a team that understands what you need or what you’re looking for has been great," says Indira Soltero, Head of Marketing at Prohotel International.
After seeing consistent results from the Commission campaign, Sublime Samana wanted to do even more to increase their website traffic. Sojern ran a CPM programmatic display campaign for 3 months, which achieved a 22% increase in website traffic, and a 20% increase in direct bookings compared to the three previous months, as well as a 0.08% click through rate.
About the Partnership
Host:
Agency:
Hotel Partner:
Attraction Partner:
"You could have 1,000 eyes on your property, but if they are not the right eyes, then they will not convert into bookings. The fact that Sojern can target the right segment for our property, as well as their extensive knowledge in the hotel industry specifically, were huge selling points for us."
