How revenue at Hotel Fazenda Cachoeira da Furna increased by 900% during the pandemic
Revenue increase of 900%. In the pandemic. It may sound like a marketing exaggeration, but these are real revenue figures, the result of Unity’s partnership with Hotel Fazenda Cachoeira da Furna.
In this article, we’re going to detail one of Unity’s great success stories, explaining the strategies adopted so that the Fazenda Hotel achieved this significant revenue result, even during this great crisis in the hotel industry.
The partner
Hotel Fazenda Cachoeira da Furna was the first hotel to join the Unity Hotelaria portfolio in 2020. Now, after just one year, Unity’s portfolio already includes properties such as Hot Beach Suítes, Ilhabela Pousada Boutique, Le Jardin, Riacho Doce Multiresidence, Asenza Beach Resorts, among others.
When the partnership between the companies began, with the coronavirus crisis already underway, the farm hotel was earning around R$30,000 at the start of the pandemic. After hiring Unity and adopting strategic actions, the hotel achieved exponential growth: its revenue jumped by 900% throughout 2020 and will continue to do so in 2021.
Considering that we are going through the worst financial crisis in the history of the global hotel industry, achieving a positive result in itself is a testament to an efficient sales strategy. But growth of this magnitude in an adverse scenario is worthy of a success story.
Focus on direct bookings
Having Unity as your advisor means having a real and integral commitment on the part of the company. Unlike other consultancies that offer a one-off and even distant service, Unity really wants to be part of the hotel’s team and not just a partner.
In the case of Hotel Fazenda Cachoeira da Furna, Unity is now responsible for the hotel on a full-time basis.
With responsibility for managing the reservations center and planning Revenue Management strategies, digital positioning, rebranding and other services, Unity focused on growing the hotel’s direct bookings.
Unity knows that with good management of direct channels, the hotel’s turnover grows. It also creates the possibility of a closer relationship with customers.
The engagement provided by this proximity in service on direct channels strengthens bonds of loyalty between the traveler and the hotel, something that is especially important in times of low demand.
In the case of Hotel Fazenda Cachoeira da Furna, the result has been impressive: today, the hotel sells practically 100% of its bookings through direct channels. This maximizes revenue and increases the reach of the target audience.
The role of hotel digital marketing
The pandemic has highlighted the importance of the digital presence of accommodation establishments. Digital Marketing for hotels has proven its efficiency and is definitely here to stay.
One of the highlights of Unity’s work is the Digital Marketing of its clients and the strategies applied in this ecosystem. Although Digital Marketing is not exactly new, many hotels still don’t know how to make the most of its power to attract, convert and retain their target audience.
Social media for hotels
We’ve already mentioned in another article here on the blog how Digital Marketing is a fundamental ally for hoteliers in their quest for sales results, and that’s why it’s one of the pillars of Unity’s advisory services.
Gone are the days when the guest experience began at check-in in the hotel lobby. Today, the experience begins online, on the hotel’s website and on social media.
That’s why social media couldn’t be left out of Hotel Fazenda Cachoeira da Furna’s Digital Marketing plan.
It’s worth highlighting the importance of Instagram for hotels. As a social network based on photos and videos, they are powerful weapons for hotel marketing. It’s an excellent way of publicizing the hotel and strengthening relationships with clients.
What’s more, through Instagram Ads, hotels can target their ideal guest (persona) in an assertive way, since it’s possible to segment the audience for campaigns.
If you want to know how to create an Instagram profile for your hotel, check out the step-by-step process here: [Instagram for Hotels].
Google Ads for Hotels
Everyone knows that Google is the world’s biggest search engine. But what few hoteliers know is how to optimize their ads on this site and generate more sales opportunities.
Google offers the opportunity for companies to create an ad account and, from there, create campaigns. And within each campaign, the hotel can create a set of ads.
Done correctly and assertively, the use of Google Ads brings excellent results for the hotel. That’s why Unity also used this strategy to increase revenue at Hotel Fazenda Cachoeira da Furna.
It’s extremely important to note that ads must be planned following well-established tactics so that money isn’t wasted, either through a lack of direct results or by attracting an audience that doesn’t make sense for your hotel.
Recently, as a way of helping the hotel industry through the pandemic, Google announced free ads for travel agencies and hotels. It is now possible to insert your hotel into Google Travel booking links free of charge.
Get inspired: examples of practical actions taken at Hotel Fazenda Cachoeira da Furna
New branding: The concept of the hotel is the core of any marketing strategy. Realizing the potential for change and better brand alignment, Unity changed the concept from hotel to farm hotel. Once the hotel’s positioning has been established, more efficient campaigns can be designed.
Brand personalization: The public connects much better with people than with brands. Brands are made of people. That’s why Unity adopted the tactic of making the hotel’s owner (Dona Bete) the hostess. In addition, they started offering products made on the farm itself (made with love by Dona Bete) for guests to take away. Guests don’t just get a product, they get a story.
Re-implementation of the Reservations Center: Previously, the resort had a reservations center in its own reception area. We know that the guest’s first contact is their business card and can be decisive in converting a sale. Unity reimplemented the reservations center at its base and built a new relationship with the resort’s guests.