Mountain Top Resort invites guests to roam 700 pristine acres of Vermont countryside. Offering a range of luxury accommodations with a menu of activities to match, visitors to this destination have space to explore. Its spacious surroundings also lend themselves to weddings — a line of business that makes a significant portion of Mountain Top’s revenue.
Mountain Top Resort is a wedding planner’s dream. It has the spaces: a large, welcoming lodge, restaurant, craft beer bar, spa facilities, and houses ranging from cabins to luxury 4-bedroom homes with exquisite views. All against a gorgeous backdrop of Vermont’s mountains, lakes, and meadows. In addition, the available activities—hiking, horseback riding, clay shooting, swimming, fishing, tennis—in the warm months alone, you won’t find a grumpy guest.
This is a hotel with a lot of beds to fill. Mountain Top Resort’s large capacity to serve guests means that their hotel marketing strategies must work as efficiently as possible. As a result, weddings, which can accommodate up to 290 guests, represent a significant portion of business. Our challenge: Reach people who are actively planning a wedding and prepared to reach potential venues, positioning Mountain Top Resort as a destination that truly has it all.
When targeting this level of specific intent, hotel marketers have a limited pool of qualified customers. As a result, the costs of running ads—and achieving a single inquiry—is typically much higher than when booking a room. We needed to keep costs efficient and audiences relevant in order to maximize Mountain Top’s return on investment.
Our team launched campaigns specifically concentrated on driving wedding inquiries. This included search engine marketing campaigns, bidding on high-intent keywords for those actively planning a wedding in this region (think “vermont wedding destinations” or “best luxury resort weddings”). Combined with Performance Max campaigns showcasing the picturesque setting, exceptional accommodations, and unforgettable weddings experiences, our marketing strategy pieced together a customer journey that significantly grew wedding inquiries, totaling 30% growth year-over-year.
Planning a wedding is an enormous undertaking at any scale. Large destination weddings are especially challenging. Naturally, this involves research, as couples work to find the place that appeals to them and offers something for everyone. For a big wedding, that’s a lot of people-pleasing!
Search and Performance Max campaigns are a natural fit for this monthslong process. By strategically bidding on likely searches for people looking for wedding destinations in this region, with certain amenities, at this scale, our team can turn each research moment into brand education. This same intent feeds Google’s Performance Max platform, offering further proof — and reminders to inquire — to the same audiences, learning about our ideal targets over the course of the campaign. This seeds trust and supports their inclination to reach out while keeping marketing spend under control and focused on likely customers.
Looking to boost your hotel’s wedding business? Reach out any time to discuss channels that can best position you among spouses-to-be.
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