Serene Moments Resort & Spa

Serene Moments Resort & Spa is a boutique hotel thoughtfully designed as a sanctuary for couples seeking rejuvenation, intimacy, and indulgence in wellness. Every detail, from serene spa treatments to curated self-care experiences, caters to guests who value relaxation and connection. Couples can unwind in tranquil suites, enjoy holistic therapies, and savor nourishing cuisine crafted to enhance both body and mind. The atmosphere blends luxury with warmth, creating a retreat where wellness is seamlessly woven into every moment of the stay. Positioned as the premier destination for romantic travelers, the hotel offers an unparalleled escape dedicated to self-care and shared serenity.

Serene Moments Resort & Spa promoted an employee to become the new Chief Marketing Officer, who hired me to bring in a fresh perspective and new ideas to design the boutique hotel’s first documented marketing strategy.

The project began with the following client challenges:

The marketing strategy has been cobbled together and messaging shows up differently on various social media and digital platforms. There was no cohesion.

74% travelers are from the UK and Ireland. The client wanted to expand to reach the US travelers.

80% of bookings are for honeymoon celebrations. The client wanted to add more customer segments, including newlyweds and couples on annual vacations.

I created and executed a structured approach to develop and design a marketing strategy that addressed Serene Moments Resort & Spa challenges.

Conducted industry research to understand the landscape for boutique hotels serving luxury couple travelers.

Completed competitor research to learn the main ten competitors for Serene Moments Resort & Spa.

Defined the unique value proposition for Serene Moments Resort & Spa.

Clearly defined the target audience for all customer segments of Serene Moments Resort & Spa.

Created buyer personas for each customer segment.

Identified the customer journey map for each customer segment.

Designed the content marketing and social media plan to increase brand awareness and drive leads.

Defined the brand partnership strategy and identified strategic partners.

Within 7 months after delivering the Marketing Strategy, Serene Moments Resort & Spa achieved the following results and outcomes from implementing the plan:

Clear differentiation from competitors in the luxury couples boutique hotel space.

Recognition as the premier destination for couples seeking wellness and romantic escapes.

Insights from competitor research inform pricing, promotions, and service innovations.

Ability to anticipate competitor moves and respond with unique offerings.

Well-defined audience segments ensure marketing campaigns reach the right travelers.

Expansion beyond honeymooners to include newlyweds, anniversary couples, and wellness-focused couples.

Buyer personas guided tailored messaging and offers that resonated with each segment.

Improved guest satisfaction survey ratings by 21% through experiences aligned with customer journey touchpoints.

Content marketing and social media campaigns increased reach in the US market by 70%.

55% more US leads through targeted content marketing campaigns and influencer collaborations.

Established 11 new partnerships with wellness brands, travel advisors, and luxury lifestyle brands, which amplified exposure.

Co-branded campaigns and cross-promotions drove 40% new leads and bookings.

Streamlined customer journey maps reduced friction in booking and enhanced guest experience.

Boosted repeat visits by 30% through loyalty programs and personalized post-stay engagement.

“We are thrilled with our Marketing Strategy! It’s spot on with every idea we’ve had over the years but now it’s in one document our global team can leverage and reference. Working with Devoreaux has been such a valuable collaboration! I highly recommend her if you want to plan a path to grow your resort or travel company!”

Rosie, Chief Marketing Officer

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