Located somewhere between earth and sky – notched into Arizona’s iconic red rock landscapes and overlooking spectacular views – the recently renovated Sky Rock Inn Sedona boutique hotel is a wholly immersive experience: a place where outdoor pursuits, wellness activities, and breathtaking scenic beauty both connect guests to the spiritual and ground them in the natural.
Pre-pandemic, Sky Rock welcomed a wide guest demographic from around the world. In 2020, however, COVID-19 restrictions and their resulting effects on travel had a significant impact on who would – and who could – visit. As travelers canceled existing reservations and new bookings lagged, Sky Rock sought a solution that would drive viable reservations.
A COVID-19 restrictions both limited travelers and sparked a new trend: “nearcations” at drive-to destinations. In response, we helped Sky Rock pivot to their new traveler demographic: guests from Arizona and nearby California. We crafted highly targeted campaigns that focused on AZ- and CA-exclusive offers and specials, such as Arizona resident discounts and a limited online offer available only to users who had clicked on an ad.
Hotel room surplus had made travel a buyer’s market. By developing exclusive offers, targeted at just the right demographic – by answering the market’s craving for escapism, paired with an insistence on great deals – our strategy yielded immediate and tremendous results. In Q1 alone, Sky Rock’s campaigns reached 152,000 impressions, netting the hotel 4,700 targeted website visits for a solid $0.36 CPC. Even more impressive: Direct/same session revenue associated with these campaigns yielded $18,000 in bookings. This places Sky Rock’s return on ad spend (ROAS) at around an 11 to 1 – impressive for any online marketing initiative, and especially so for social advertising.