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ES Hotels
Hotel Apolonia
Hotel Apolonia is located in the emblematic Plaza de Herradores, one of the most lively meeting points in Soria.
Contemporary in style, it pays homage to the city's literary tradition with the verses of Machado, Gerardo Diego and Bécquer on its walls.
Its privileged location, just minutes from the Plaza Mayor, Santo Domingo and the Alameda de Cervantes, makes it the ideal starting point for discovering the city. Its modern and comfortable rooms and bar-restaurant with local specialties -such as the famous torrezno croquettes- allow guests to enjoy a stay that combines urban comfort, local flavor and authentic experiences with the city.
Creation of personalized experiences
CRM Management
Email Marketing
Web optimization
Objective
To increase direct sales and profitability per client of Hotel Apolonia through a comprehensive experiential marketing strategy that would transform the accommodation into a high value-added product.
The axes of the strategy were defined to:
- Reducing dependence on intermediaries by promoting direct web booking with exclusive offers and segmented CRM campaigns.
- Increase average ticketintegrating local gastronomy, packs with products from Soria and collaborations with leading producers such as Atauta Estate.
Results
The 360º experiential marketing strategy implemented at Hotel Apolonia has generated clear impacts on sales, profitability and brand perception:
- Significant increase in direct reservesdriven by experiential packages and exclusive web promotions.
- Increase in average ticket thanks to the integration of local gastronomy, packs with products from Soria and collaborations with wineries such as Atauta Estate.
- Improved customer satisfaction and loyaltywho perceive a more personalized service and value-added stays.
How did we do it?
To transform the Hotel Apolonia proposal and turn it into an engine of experiences and direct sales, at weglobeyou we applied a 360º strategy based on four pillars:
- Creation of personalized experiences:
- Design of a annual calendar of experiences that combines global dates (Valentine's Day, Christmas) with local events (Tapa Week, Truffle Fair, mushroom season).
- Development of 360º experiential packagesintegrating accommodation + gastronomy + local detailsfor different customer profiles.
- Synergies with the environment:
- Collaboration with Atauta Estate to include in the packs tastings and wines of the area.
- Incorporation of experiential gifts in web bookingsas the box of handmade sweets from Soria for customers who book directly.
- Creation of e-commerce packs on the web to encourage the tasting of local products during the stay.
- Personalized campaigns and CRM:
- Database segmentation for design email marketing campaigns adapted to interests and seasonality.
- Monitoring of results in each campaignmeasuring conversion, average ticket and ROI to optimize future actions.
- Optimization of own channels:
- Transformation of the web at the heart of direct salesincorporating experiential packages and exclusive promotions.
