Back to Work

Five Star Legendary Napa Valley Property Finds Incremental Success With Digital Marketing

  • Lodging_Estate_Lodge_Living_Room_0G6A0618_SR6

Five Star Legendary Napa Valley Property Finds Incremental Success With Digital Marketing

If you are looking to stay in the heart of Napa Valley in a natural setting with gracious hospitality, classic architecture, a vast array of outdoor amenities and a world class spa and dining, chances are you need to stay at Meadowood Resort.  Long considered a “wine and food bucket” list destination, the property features a nine hole golf course, Michelin three star restaurant, Forbes five star spa and resort and a wine centric experience that is virtually unmatched in the region.  The property had previously worked with a digital marketing agency and were unimpressed with their strategy, results and interactions.  As such, they were skeptical that another agency would perform better and provide the level of service they required.  However, in mid 2016, GCommerce was able to convince them to give outside agency support another try.

  • Lodging_Estate_Lodge_Bedroom_0G6A0650_SR4

What We Did

GCommerce knew from the start that we couldn’t follow a stock playbook to market such a unique travel experience. We had to ensure that our marketing reflected the “luxury bucket list” reputation of the property and spoke carefully about a “creative class” that does not suffer amateur verbiage.

GCommerce created a paid search campaign that was highly targeted both geographically and demographically. Some would assume that such a campaign would focus almost exclusively on the California market, but those assumptions would have left significant revenue on the table. By installing and analyzing eCommerce metrics, we were able to identify a variety of feeder markets that may be surprising. By mining these markets, we were able to target consumers that the competition was ignoring.

  • Flowers on a windowsill

The Results

  • 7% Increase in ADR Premium YOY
  • 45% Increase in website production YOY
  • 110% Increase in organic revenue
  • 33% increase in website conversion
  • 106% increase in paid media revenue