Let's Talk >
Mountain Echoes from Social Media: How We Transformed a Hotel’s Marketing in a Mountain Destination
When Every Strategy Shouts but No One Hears
Confidentiality and Professional Ethics
All projects are carried out in full compliance with strict confidentiality agreements and personal data protection requirements. Client names and project details are disclosed only with their written consent. This is a mandatory standard in our work.
All projects are carried out in full compliance with strict confidentiality agreements and personal data protection requirements. Client names and project details are disclosed only with their written consent. This is a mandatory standard in our work.
Initial Situation
A hotel nestled in the mountains — 60+ rooms, a spa complex with thermal pools, a restaurant, children’s facilities, and breathtaking views. And yet, room occupancy was steadily declining, with owners growing increasingly concerned about the downward trend throughout 2024.
What happens when a business seems to be doing everything right? Social media is active, ads are running, the website is up-to-date — but results still fall short. In such cases, people often blame “seasonality” or a “crisis.” But experience shows: when those explanations emerge, it’s time to dig deeper.
Our team was brought in to conduct a full-scale digital marketing audit for the hotel with one ambitious goal — to raise occupancy back above 80%. And this wasn’t just another tactical assignment like “launch some ads” or “revamp the site.”
What happens when a business seems to be doing everything right? Social media is active, ads are running, the website is up-to-date — but results still fall short. In such cases, people often blame “seasonality” or a “crisis.” But experience shows: when those explanations emerge, it’s time to dig deeper.
Our team was brought in to conduct a full-scale digital marketing audit for the hotel with one ambitious goal — to raise occupancy back above 80%. And this wasn’t just another tactical assignment like “launch some ads” or “revamp the site.”
We approached the challenge as strategic consultants, aiming not just to fix one link in the chain but to reimagine the system as a whole.
Armen Kaladzhyan
AK Marketing
What follows is a brief overview of the project.
It’s impossible to cover every detail within a single case study,
but we’ve aimed to highlight the logic behind our approach and the key results achieved.
It’s impossible to cover every detail within a single case study,
but we’ve aimed to highlight the logic behind our approach and the key results achieved.
Diagnosing the Disconnect: The Hidden Layers of the Marketing Iceberg
The first stage of our work was a comprehensive audit of all communication channels between the hotel and its potential guests. Beyond the standard metrics, we focused on a factor that’s often overlooked: informational noise in the market.
The hotel was operating in a booming mountain resort region. New hotels were opening nearly every season. In such an environment, simply “being present” online was no longer enough.
When everyone is shouting at once, no one is heard.
So what did we find?
The hotel was operating in a booming mountain resort region. New hotels were opening nearly every season. In such an environment, simply “being present” online was no longer enough.
When everyone is shouting at once, no one is heard.
So what did we find?
Problem #1: Blurred Positioning
The hotel lacked a clear, articulated positioning. Meanwhile, nearly all competitors had already defined their niche:
- “All-inclusive family vacations”
- “Luxury hotel for active travelers”
- “Wellness retreat with thermal springs”
Problem #2: Poor Content Despite Rich Potential
An analysis of the website and social media revealed a surprising paradox: although the hotel had enormous potential to create inspiring content (nature, cuisine, spa, activities), it relied on generic photos and templated copy. Competitors, meanwhile, were sharing:
- Detailed guides to nearby attractions
- Guest stories
- In-depth features on individual amenities
One of the hotel’s cottages
Problem #3: A Technical Gap Between Ads and Conversion
A sales funnel analysis painted a troubling picture: only 1% of paid traffic converted into booking inquiries. Even worse, stats showed that only a third of Instagram Direct messages were answered within 24 hours. Many comments under posts with booking questions went unanswered altogether.
Problem #4: No Strategy for Existing Clients
The hotel was missing out on one of the most powerful growth tools — leveraging its existing guest base. There was no loyalty program, no email campaigns, and no system to encourage repeat visits. Yet research shows that repeat bookings cost 5–7 times less than acquiring a new guest.
Problem #4: No Strategy for Existing Clients
The hotel was missing out on one of the most powerful growth tools — leveraging its existing guest base. There was no loyalty program, no email campaigns, and no system to encourage repeat visits. Yet research shows that repeat bookings cost 5–7 times less than acquiring a new guest.
Strategic Evolution: From “What to Do” to “Who to Be”
After a detailed diagnosis, we recommended not just tactical changes but a full transformation of the hotel’s marketing strategy. Here’s what we focused on:
1. Defining Clear Positioning
Based on competitive analysis, we identified an unoccupied niche that aligned perfectly with the hotel’s strengths:
“A guesthouse for restorative family retreats in the peace and quiet of the mountains.”
This positioning wasn’t built on empty slogans but on real advantages:
Based on competitive analysis, we identified an unoccupied niche that aligned perfectly with the hotel’s strengths:
“A guesthouse for restorative family retreats in the peace and quiet of the mountains.”
This positioning wasn’t built on empty slogans but on real advantages:
- Located away from crowded slopes and busy roads
- Immersed in pristine nature
- Spa complex with thermal pools
- Cozy, homelike atmosphere
2. Reinventing the Content Strategy
We developed a comprehensive content strategy that went beyond simply “showing the rooms and services”:
We developed a comprehensive content strategy that went beyond simply “showing the rooms and services”:
- Storytelling: authentic stories from real guests
- Expert content: location guides, family travel tips
- Engaging formats: polls, user-generated content
- Detail-rich posts: deep dives into amenities and services
The hotel’s Instagram now features more guest-centered posts
We also insisted on a major shift in balance: where previously 70% of posts were purely promotional, we reduced that to no more than 30%.
Irene Kirillova
AK Marketing
3. Turning Traffic into Bookings
We restructured the hotel’s website with a clear focus on capturing visitor interest:
We restructured the hotel’s website with a clear focus on capturing visitor interest:
- Themed pages for different vacation scenarios (family, relaxation, adventure)
- A quiz to help users find the ideal room
- Pop-ups offering personalized room recommendations in exchange for contact details
- Downloadable guides and lead magnets to build an email list
- Live chat with a clear CTA and a compelling value promise
4. Building a System for Guest Retention
We designed a full-scale loyalty program that included:
We designed a full-scale loyalty program that included:
- A points system for social media engagement and repeat stays
- Personalized email campaigns
- A hotel ambassador program with rewards for referrals
- Special offers for birthdays, honeymooners, and other key segments
Channel Synergy: From Disconnected Tactics to a Unified System
A core strength of our approach was treating all marketing channels not as isolated tools but as interconnected elements of a single ecosystem.
Social Media Sales Funnel
- Growing the follower base through Reels, giveaways, and influencer collaborations
- Driving traffic to Taplink landing pages
- Distributing lead magnets via a bot
- Nurturing leads with newsletters, user-generated content, and referral-based contests
- Building an audience through targeted ads and community placements
- Connecting followers to the loyalty program via a bot
- Lead warming through remarketing and direct messages
- Attracting subscribers via ads and influencer partnerships
- Automated distribution of lead magnets via a bot
- Ongoing campaigns to maintain interest and engagement
Advertising Strategy
We didn’t just launch typical ad campaigns — we built a structured system that accounted for:
We didn’t just launch typical ad campaigns — we built a structured system that accounted for:
- Seasonality, with proactive campaign launches two months ahead of peak periods
- Audience segmentation based on interests, location, and previous engagement
- Diverse messaging tailored to different guest motivations and travel styles
Sales Process Optimization
Beyond technical improvements, we also introduced a human element by implementing a new standard for handling inquiries:
Beyond technical improvements, we also introduced a human element by implementing a new standard for handling inquiries:
- Response time under 3 hours during working hours
- A proactive, consultative sales approach instead of passive information sharing
- Tracking tools to measure conversion from inquiry to booking
Results: Growth Built on Systems, Not Spikes
The most important outcome wasn’t just the “revival” of individual channels — it was the creation of a sustainable marketing ecosystem built for long-term growth.
Instead of chasing short-term spikes, we laid the groundwork for consistent performance in five key areas:
Instead of chasing short-term spikes, we laid the groundwork for consistent performance in five key areas:
- Strategic positioning that clearly differentiates the hotel
- A content strategy that delivers value and builds trust
- A high-converting system for turning traffic into inquiries and bookings
- A loyalty program that boosts repeat stays
- An integrated sales funnel with measurable performance at every stage
Lessons in Hotel Marketing for 2024
The modern hospitality market — especially in competitive mountain destinations — has shifted from competing on services to competing on stories, experiences, and meaning.
Here are the core principles we took away from this project:
Here are the core principles we took away from this project:
- Clarity beats universality
- Trying to be “everything for everyone” no longer works. The clearer your positioning and audience focus, the stronger your offer.
- Inspiration beats information
- Dry service listings and generic room photos are no match for compelling storytelling, emotional detail, and immersive content.
- Contacts are more valuable than immediate bookings
- In an age of information overload, it’s often more effective to start a conversation than to push for instant commitment.
- Responsiveness matters
- In a world of instant notifications, every hour of delay can reduce conversion rates by double digits.
- Reactivating existing guests is more efficient than chasing new ones
- Systematic outreach to your guest base yields higher returns than constantly battling for attention from cold audiences.
Working with this team was a real breakthrough. We came in looking to “increase occupancy,” but ended up rebuilding our entire marketing as a strategic system. They didn’t just bring tools — they helped us see our business differently, uncover blind spots, and identify untapped opportunities. Thanks to their approach, we not only saw growth, but gained clarity on how to manage demand, build loyalty, and connect with our audience on a whole new level.
Andrew Dunaevsky
Hotel Manager
Liked What You Read? See Our Full Approach.
This article is a glimpse into our strategic thinking. We've developed a comprehensive system designed specifically for hotels, retreats & travel companies, starting with a foundational strategy (our Blueprint) and evolving into a long-term Growth Partnership.
If our ideas resonate with you, the next logical step is to explore our full methodology.
If our ideas resonate with you, the next logical step is to explore our full methodology.
