Port Ludlow

The Challenge

Known in the Pacific Northwest as the “Gateway to the Olympic Peninsula,” Port Ludlow is a sprawling resort featuring an 18-hole PGA championship course, 300-slip deep water marina on Puget Sound, 37-room waterside inn with restaurant, and more than 2,500 custom and single-family homes for rent and sale. One component of our team’s marketing efforts focused on increasing occupancy at The Inn at Port Ludlow (summer, holiday, and off-season), and expose vacationers to the opportunity to make the development their permanent home.

Our Solution

Multiple digital marketing campaigns were developed with seasonal-focus and property cross-promotions to drive occupancy increases at The Inn plus upsell of meals at the restaurant, rentals at the marina, and games of golf on the championship course.

Marketing Initiatives

* Dozens of email campaigns were developed and run, leveraging internal customer email addresses plus rented email lists of consumers with high-probability of visitation

* Digital display ad and retargeting campaigns were run online and on Facebook

* Dedicated website landing pages for each campaign

* Cross-promotions and pricing modeling to drive upsell in other areas of the property (restaurant, golf, marina)

* Special post-stay discounts following attendance of for-sale property presentations

* Search engine marketing (SEM) campaigns were added to capture web search activity

* New search engine optimization (SEO) was applied to the existing website, along with content updates

Results

Bookings at The Inn increased beyond each seasonal goal, restaurant revenue and repeat guest visitation (multiple visits during a stay at The Inn) grew significantly, and upsell of rentals / revenues at the golf course and marina exceeded goals. Year-over-year results:

Room nights booked: Up 21%

Restaurant purchase frequency: Up 51%

18-Hole golf games booked: Up 17%

Marina revenue: Up 32%

Overall gross revenue: Up 36%