The Caribe Royale Resort and Convention Center is a hotel compound comprised of three properties: the 279 all-suite Buena Vista Suites, the 1,300 all-suite Caribe Royale, and the 150,000 square-foot Convention Center. As the ninth largest meeting facility in Orlando, the Caribe is unique to other properties in that all of its rooms are suites, and its meeting space is capable of hosting groups ranging in size from SMERFs to banquets to large conventions.
Our research uncovered that 72 percent of the Caribe’s business mix was comprised of meetings. While the hotel is not a traditional resort, in that it does not have a traditional spa, there are several amenities on-site worth promoting—including two pools, fitness center, tennis, basketball, business center and spa services—as well as close relationships with nearby world-class golf facilities. There are also four restaurants on-site, including the AAA Four Diamond Venetian Room.
With the task at hand being how to raise awareness about The Caribe to meeting planners and get them to engage with the brand and its offerings, while informing them of special incentives and exclusive offers, we set out to create an enticing promotion.
We devised an All Basics Complimentary (ABC) Campaign, which targeted meeting planners and included:
- One complimentary suite for every 40 paid suites
- Complimentary in-suite Internet for all paid attendees
- Complimentary morning and afternoon breaks
- Complimentary Internet connections and IP addresses for meeting rooms
- Up to 10 additional breakout lines from initial three
- Complimentary meeting space and parking
- Complimentary fitness center
- 25% off additional AV requirements
- No resort fee
Our team developed an interactive communication tool to showcase the benefits of the ABC promotion to current and potential meeting planners.
To communicate all positive aspects of the promotion in a fun and interactive way, we developed the ABC Slot Machine. Serving as the perfect way to showcase the promotion’s benefits, this Microsite Gamification engaged meeting planners to continue playing the game as they hoped the wheel would land on ABC for the BIG PRIZE.
Our research showed consumers spent an average of three seconds on a traditional website page. However, time increased dramatically if an interactive game was involved. Additionally, while spinning the wheel, other aspects of ABC could be highlighted to further enforce the promotion’s benefits (i.e. no resort fee, 25 percent off AV requirements, and more).
In creating and directing meeting planners to a microsite, we were able to directly monitor traffic. Using the agency’s proprietary software to distribute email blasts, we provided email conversion funnel design elements for the Caribe that included comparisons between sends; percentage opened, bounced or unopened; and click-through rate.
Over 8,945 meeting planners were sent an email, with 6,890 successful deliveries–77 percent of the total number. Of those receiving this email, nine percent opened it more than once, and less than one percent of the total recipients unsubscribed.
Our open rate was 14 percent higher than the industry average. Average time spent on the site was over twelve minutes and more than 50 percent forwarded the game to a friend.
Overall, meeting planner engagement with the internal sales team significantly increased by 122 percent from the previous year, accounting for more than $400,000 of new business.