Hacienda del Sol Guest Ranch Resort
Client Need: Develop a re-invigorated social media strategy for the resort to attract previous guests, build a new customer base, and increase engagement with existing resort clientele. The main goal: authentic content and conversation.
Audience: The targeted groups with a new campaign were diverse: High-income families and individuals seeking luxury experiences, often aged 35–60. 'Bleisure' travelers and young professionals, mostly Gen X/Millennials) combining business trips with luxury leisure. Corporate and incentive groups such as companies booking executive retreats, conferences, and high-end incentive travel, particularly in tech, finance, and pharmaceutical sectors. Experience seekers like high-income travelers seeking unique, "Instagram-worthy" moments and high-adrenaline activities in the Tucson area. Occasion-based travelers: guests celebrating milestones like weddings, anniversaries, quinceañeras or birthdays, requiring specialized event services.
Solution: Start with existing platforms (Meta, TikTok, LinkedIn), track and investigate trends. Implement new professional as well as amateur photography and motion graphics, maximize use of the management platform for engagement, start conversations with followers. Establish authenticity for this independent property by focusing on non-ai created content, raw footage, guest-provided photography, and in-person engagement through social media.
Results: Over a 1 year period, organic engagements increased (Meta, TikTok, LinkedIn). The resort reported instances of guests interacting with social media on a personal level, providing their own photography, reported increase of repeat and returning guests year after year. Followers increased from 1,582 to 14.9k (841.85%).
