| | 9HOSPITALITY BUSINESS REVIEWJUNE 2024Building the BaseThe first item to tackle before spending any media was to build a strong foundation by re-launching our resort vanity websites. We developed fast and responsive sites with an easy, clear booking process to enhance the user experience and deliver a simple process for guests to find and purchase exactly what they want.With the launch of a cloud-based infrastructure accompanied by a global content delivery network (CDN) delivering enhanced usability, speed, and security ­ the mission was accomplished.The success of this approach has been replayed time and time again as we source new demand in global markets and take advantage of new technology (static site generator) to improve page delivery times throughout the world.Controlling Onward DistributionOnce we were confident in our technology infrastructure, we concentrated our efforts on ensuring third-party distribution price parity. By limiting online travel agencies (OTAs) from unbundling rates and passing them through separate channels, enforcing contractual terms related to distribution and purging the bad actors, the result is an environment much more conducive to direct consumer purchase.A Holistic Marketing PlanWith a level playing field in place, we increased our focus on media to capture current demand and cultivate future demand.With maximized efficiency by monitoring our media spend up to the point of diminishing returns, the results put our direct consumer option at the top of the funnel and captured much of what was once a third-party distribution booking.Secondly, we deployed our findings into new areas where we saw increasing demand. This created awareness in new source markets that had previously not been exposed to our resorts.Our BrandsOur fourth and final tactic was to create even stronger relationships with our global hospitality partners that including Hyatt, Hilton, Wyndham and (most recently) Marriott. We worked tirelessly to leverage each brand's already existing, large, and loyal following, focusing on the familiarity and quality consumers have come to know and trust. We worked together on joint marketing plans, which allowed us to cast a wider net and capture more demand. The brand partnerships played a big role as this got us in front of eyes who would normally not be looking for our hotels.Going ForwardThere is still more work to do, and as a company, we are committed to driving consumer demand and conversions at a pace that surpasses our direct competitors while delivering an experience and service level that exceeds our customer's expectations. We are committed to driving consumer demand and conversions at a pace that surpasses our direct competitors while delivering an experience and service level that exceeds our customer's expectations
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