The luxury vacation rental market continues to mature into a distinct sector of high-end lodging. Properties like Lunara Bay require a different marketing strategy than single-room boutique hotels. With an inventory consisting of four-eight-bedroom residential compounds, Lunara must reach the principal organizer of high-ticket group travel or milestone events. The property partnered with O’Rourke to build a campaign architecture that could uncover these specific buyers in a competitive luxury travel market.
Search marketing in Key West lodging is expensive and dominated by high-volume OTA platforms. For an estate collection relying on premium nightly minimums, broad demographic targeting wastes valuable ad spend on single-room travelers. To drive direct transactions, Lunara Bay needed a broader campaign that pinpoints ultra-high-net-worth (UHNW) consumers who show precise intent.
O’Rourke’s media strategists deployed a top-to-bottom campaign reset running from January 1 through March 31, 2026. The team built a multi-channel framework designed to qualify buyers before paying for their clicks.
We filtered audiences by income ZIP codes and luxury lifestyle. Social campaigns isolated high-affinity feeder regions, including key Northeast metros (NY, Boston, DC, Philly) and freezing Midwest hubs (Chicago, Minneapolis), layering in specific constraints.
In search campaigns, our media buyers allocated zero budget to protecting Lunara Bay’s own brand name. Instead, we trusted strong organic search placement to capture travelers who already knew the property. As a result, 100% of the paid search budget bid on high-intent terms like “Key West luxury estate rentals,” “large family villa Key West,” and “private waterfront group accommodations” to intercept planners looking for large-scale private compounds.
Finally, the team adapted the property’s Google Performance Max campaigns to emphasize the experience Lunara Bay offers. Visual assets and copy revealed private deep-water docks built for boat access, massive architectural footprints for family gatherings, and estate seclusion.
By pivoting marketing toward the very few qualified buyers, the Q1 2026 campaign spent media dollars with unprecedented efficiency.
Our pure non-branded Paid Search strategy delivered an exceptional 8 to 1 ROAS, proving that the property could pull in affluent, net-new buyers without relying on brand-name insulation. Simultaneously, the realigned Performance Max campaigns generated a 6.5 to 1 ROAS, converting high-end cross-network searches into direct estate bookings.
Like any good marketing strategy, O’Rourke aligned the audience and offer. The creative featured the winning qualities that Lunara Bay offers these affluent travelers, while dialed-in targeting ensured that only those who would consider such a trip experienced the campaign. Does your marketing enjoy the same attention to detail and strong performance? Schedule a conversation with our team to discuss ways we can do the same for your ideal guests.
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