Granlibakken Tahoe
Direct bookings up 50% year over year.
Director of Marketing for a Tahoe City resort, its conference business and its homeowners association — plus the Franciscan Lodge next door.
The room
Three businesses sharing one roof and one marketing budget.
Granlibakken is a resort, a conference and retreat property, and a homeowners association all at once, and each one wants something different from the same calendar. Leisure guests want a powder weekend. The conference side wants midweek in the shoulder season. The HOA wants the property looking after itself. Marketing that only speaks to one of them leaves the other two paying for it.
The work
A homepage rebuild aimed squarely at the booking path, then paid search, social, email and brand campaigns pointed at the gaps in the calendar rather than at the weekends that were already full. Direct booking revenue grew 50% year over year — direct, which is the number that matters, because it is the revenue that does not pay a commission on the way in.
The same desk covered the Franciscan Lodge, a lakefront hotel run by the Granlibakken management company, where the work was bookings and online reputation.
Why it matters to you
If your property has more than one kind of guest — leisure and groups, summer and winter, owners and renters — the answer is rarely more advertising. It is advertising aimed at the specific week you are trying to fill, measured against the revenue that actually lands direct.
Tell me about the season you're worried about.
Twenty minutes, no deck, no discovery-call theater.
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