The Ardmore

The Ardmore is a boutique hotel crafted as a vibrant haven where travelers enter a new dimension of playful indulgence and ultimate relaxation. Designed with Millennials in mind, it offers bold interiors, immersive experiences, and a welcoming atmosphere that celebrates diversity. Guests can explore curated adventures, from local cultural excursions to wellness-inspired activities, all while enjoying a space that feels both chic and approachable. Social spaces are infused with energy and creativity, encouraging connection and memorable moments. Positioned as the go-to destination for young travelers, the hotel embodies a modern lifestyle that is stylish, adventurous, and unapologetically inclusive.

The Ardmore wanted to level up their social media presence by defining a strategic way to showcase the gorgeous property, welcoming environment, and fun activities.

The project began with the following client challenges:

All social media efforts were on Instagram and Facebook. They wanted to expand to YouTube and TikTok.

With all bookings from Millennials and Generation X, the client wanted to reach Generation Z travelers in an authentic, engaging, and consistent way. 

I created and executed a structured approach to develop and design a marketing strategy that addressed The Ardmore challenges. 

Conducted industry research to understand the landscape for boutique hotels serving young professional travelers.

Completed competitor research to learn the main ten competitors for The Ardmore.

Defined the unique value proposition for The Ardmore.

Clearly defined the target audience for all customer segments of The Ardmore.

Created buyer personas for each customer segment.

Identified the customer journey map for each customer segment.

Designed a TikTok specific social media plan.

Designed a YouTube specific social media plan.

Designed an Instagram specific social media plan.

Within 4 months after delivering the Social Media Marketing Strategy, The Ardmore achieved the following results and outcomes from implementing the plan:

Increased leads from Generation Z travelers by 31%.

Clear differentiation from three major competitor hotels who primarily serve young professional travelers.

Recognition as the top hotel for a fun, energetic, inclusive experience.

Nominated for two boutique hotel industry awards.

Insights from competitor research inform hotel social media showcase of amenities and unique offerings.

50% increase in Instagram comments.

29% increase in Instagram impressions.

Increased video views by 19% on Instagram.

Established TikTok and YouTube brand presence.

Drove 67% increase in website traffic from social media.

Increased Instagram story views by 34%.

A well-defined brand promise resonates with target guests, emphasizing inclusivity, style, and curated experiences that align with their lifestyle.

Personalized content and offers are developed for each persona, increasing engagement and conversion rates.

Expanded reach across multiple platforms, positioning The Ardmore as a lifestyle brand, not just a hotel.

“Devoreaux was a pleasure to work with! She designed a Social Media Strategy for us that took ideas from my head (some I didn’t even tell her) and put them on paper. It’s a relief to not have to manage social channels by guessing or randomly posting whatever I can think of - especially when trying to reach Gen Z. Before working with Devoreaux - I had no idea how to consistently share our brand story on social to reach Zers, now I’ve got the exact roadmap to help surpass all our goals!”

Nico, Head of Marketing

Special Note: To honor Client Confidentiality, some names and/ or details have been redacted.