Our aim was to create a children’s club for Alua Hotels, to present its customers with a unique and different family experience based on the company’s values and experience in the tourism sector.
Alua Hotels & Resorts.
Alua is a young hotel chain with a vocation for the acquisition and management of hotel establishments. With the intention of focusing on the Spanish holiday market, it concentrates its activities on the Balearic and Canary Islands and the Mediterranean coast.
The chain offers modern, unique and fun beachfront holidays. It creates welcoming atmospheres by refurbishing hotels and repositioning them in the market. It flexibly designs a customised solution for each hotel and differentiates itself in each of the markets in which it operates.
Aware of its customers’ expectations, Alua works to innovate and implement the tools and resources necessary to understand their preferences and needs and keep up to date with the best customer service practices in order to reinforce its reputation and positioning in the market.
The challenge
The solution
.Results
.The challenge
In recent years the tourism market has experienced a saturation of the sector, which has also conditioned the experience of the consumer when looking for their next holiday destination. Customers used to opt for hotels that were close to the location where they wanted to spend their holidays and had interesting offers, whereas nowadays travellers are looking for experiences that add value to their choice of holiday. Therefore, little by little, the hotel sector has been transforming the way it sells its offer, from creating more activities for customers in the establishments, to changing the way it sells this offer. That is why today they are opting for strategies that generate emotions in customers, that connect customers with the values of the hotel brand.
One of the segmentations in which there is most competition is the hotels for families. The difficulty lies in trying to convince adults that the hotel establishments have what it takes to guarantee an ideal holiday for them and the children in the family. Hotels that are able to offer family holidays, therefore, opt for different marketing strategies in order to reach this kind of consumers with their brand.
The family experience was also found in Alua Hotels, specifically in two of its sub-brands, Alua Sun and Alua Village. Alua Sun was focused on a fresh and fun relaxation experience by the sea and accessible to all members of the family, while Alua Village was a line dedicated especially to families, with remodelled establishments, rich gastronomy and the application of the latest technologies in its facilities with every member of the family in mind.
Apart from selling the experience of relaxation, Alua wanted to convey to its customers its interest in offering a fun and refreshing experience focused on the youngest members of the family. Alua was interested in offering fun and innovative activities that would be one of the main attractions of the family offer in the sector. At the same time, Alua wanted to transmit the years of experience in the hotel sector of its founders, which had already been defined in its values during the creation of its brand, and which are undoubtedly a differentiating feature of the chain in the tourism market.
Therefore, Alua’s challenge was to present a unique family experience that, together with the company’s identity and values, would manage to create a strategy to generate emotions in consumers and create a link between the Alua brand and the customers who choose its hotels for their family holidays.
The solution
.Following the implementation of our solution in Alua hotels, we agreed with the company to conduct an experiment to test the children’s reaction to Astro Family.
For this study, three members of our team were joined by two of Alua’s animation staff. In order to carry out the procedure, we ordered the confection of each of the components of the Astro Family in foam board and in specific sizes for each character (between 97 cm and 70 cm). We went to the hotel AluaSun Torrenova, in Mallorca, where one of the focal points of activity of the children’s club was concentrated. We managed to gather 12 children – four boys and eight girls – aged between 3 and 11, all of them English, one of Alua’s international client segments.
Both Amara and Alua members stood behind the feather cartons, each holding each member of the Astro Family, acting to interact with the youngsters, and finally singing a song with them. We made an audiovisual report of this experiment in order to capture the children’s reactions.
The reactions of all of them were positive. They identified with the members of the Astro family and considered them to be likeable, endearing and original, but with everyday habits like their own. We can highlight some of the most characteristic reactions of this experiment:
- The children identified with the younger characters. While the boys admired the image of STJARNA / Danko for her youthful image with her cap and skateboard, the girls saw themselves reflected in STELLA / Lily. Both groups agreed that SEREN / Jan, the smallest character, was the funniest.
- SEREN / Jan, the smallest character, was the funniest.
- The young people were curious about specific details of the characters. In addition to being surprised by the older boy’s skateboard, when observing STAR / Mrs. Astro they paid attention to the flower on his lapel. In addition, they managed to identify the characters’ antennae as the aliens’ ears.
- They asked questions and made assumptions about the history and habits of the Astro Family. For example, they talked about the language the family used to communicate (one of the children said “an alien language”), or the reason for their visit to Earth (one of the answers was “for the food”). These reflections brought the children fully into the universe of Astro Family, incorporating everyday habits into it.
.
Results
.In twelve months we have managed to reach the target leads, established with the client, and generated by marketing efforts, thanks to the implementation of the Growth Marketing strategy. In addition, the growth of the clinic can also be seen in:
- Improving the visibility of the domain in search engines. We have tools that allow us to know the visibility of our clients on the Internet. In this case, the visibility valued in relation to other clinics in the sector in Spain has been multiplied by 12 since the start of the project.
- The improvement in the ranking of keywords positioned in Google. Thanks to the SEO positioning work carried out on both the blog and the clinic’s website, we have multiplied by 25 the keywords positioned on the first page of the SERPs, including local ranking terms.
- Exponential increase in visits generated on the website. The efforts in SEO, together with the implementation of improvements in the content strategy and the restructuring of the sitemap of the clinic’s website has helped us to multiply visits by 2.87.
Do you want to know the solution for dental clinics? If you have a clinic for assisted reproduction, cosmetic surgery, physiotherapy, ophthalmology or any other type other than dentistry, we recommend you read our page aimed specifically at clinics in these specialities.
The children asked questions and made assumptions about the history and habits of the Astro Family. They talked about the language the family used to communicate or the reason for their visit to Earth. Reflections that introduced the children fully into the universe of the Astro Family, incorporating everyday habits into it.
