How a chain of group hotels achieved maximum Social Media Reach & Engagement
The journey started when summer home of the Maharaja of Pilibhit at Nainital got converted to a heritage hotel in 1989, named as The Naini Retreat.
The journey started when summer home of the Maharaja of Pilibhit at Nainital got converted to a heritage hotel in 1989, named as The Naini Retreat.
Leisure Hotels group is one of the largest hotel chains operating in the North Indian state of Uttarakhand with over 29 years of existence. Since the time of its first venture at Nainital – The Naini Retreat – in September 1989, Leisure Hotels has had the opportunity to serve the largest number of tourists in Uttarakhand at much sought after locations like Nainital, Corbett National Park, Haridwar, Rishikesh, Chardhams, Ramgarh, Kausani, Rajaji National Park, Kasauli, Bareilly, Kashipur etc.
To position the brand as a chain property of heritage and luxury resorts in Uttarakhand in the minds of the consumers.
To position Leisure Hotels as the main brand that has multiple popular properties under it.
To spread awareness about different locations where the properties are located.
To make page more informative for the audience so as to increase engagement.
Low engagement, followers and visibility on social media channels.
The individual properties under the brand were more popular than the brand itself.
There was very low awareness of Leisure Hotels group online.
There were over 25 hotels to be marketed on a single page, which made the strategy cumbersome to be formulated.
Launching a new property, 7 Pines, Kasauli, a new wing under the hospitality hat of Leisure Hotels in Kasauli on social media and create a space for it among popular hotels in the town was a challenge.
The properties had multiple packages to be promoted in a single month but the sheer volume of the same made it difficult.
Target audience mostly needed further understanding and fine tuning, in the absence of which the engagement and likes were less, hence it was difficult to promote multiple offers to the same group.
Team Moguls used the brand logo and brand hashtags in all the social media channels, and set a template in order to increase brand recall.
Instead of promoting the properties individually, we talked about the brand first and its presence in different locations. Then we started promoting the properties along with those destination so that users get to know the brand as well.
We divided the properties in various groups and instead of promoting a single property, we promoted them in groups under the brand such as The Haveli Hari Ganga and Ganga Lahari in Haridwar for spiritual destination; The Riverview Retreat, The Forrest Rajaji, National Park for wildlife; The Naini Retreat and Aloha On The Ganges for adventurous vacations.
We promoted multiple packages of all the properties online and offline according to various experiences like wildlife, treks, spiritual voyages, etc.
We created special content pillars highlighting destination, property, unknown facts about Uttarakhand, etc., to emphasize on each individual property under the brand.
We designed a special launch strategy for 7 Pines, Kasauli and rolled it out aggressively in three phases as per the Internet Moguls (IM) Phase list, at the end of which we started receiving queries within 20 days of the launch.
In order to increase engagement, we ran social media campaigns such as Chardham Fixed Departures, Leisure Hotels brand campaign, launch of 7 Pines, Kasauli, etc.
We ran well targeted ads like website traffic ads, lead generation ads, retargeting ads, conversion ads, Instagram story ads, etc. for specific audience to generate queries and increase website traffic.
We planned social media contests to engage the users and create a loyalty base for the brand through giveaways.
We created audiences for all the products and targeted them respectively.
We started posting at specific timings as per social media analytics.
We were pleasantly surprised at how agile and creative the team at UP were. They were very positive throughout a very challenging project and bursting with great ideas. We have achieved a unique web application and will be using Up again in the near future.
Robert Macgregor – Operations Director
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