Casa Marea — Hospitality
Sells out an opening season before opening.
A 22-key boutique hotel launched on a single film, a waitlist, and one very good newsletter.
- 100%Occupancy, season one
- 9,400Waitlist sign-ups
- 62%Direct bookings
- 0Dollars spent on listing sites
The brief.
Twenty-two rooms on a cliff, five months from opening, and a marketing budget that could either buy one season of listing-site commissions or one launch done properly. The owners chose the launch.
What we did.
One film instead of forty photos
Three days on site with a 16mm camera. A ninety-second film with no voiceover, no room tour, no rates. Just the light at four in the afternoon.
A waitlist before there was a booking engine
The film went out with a single link. The link asked for an email and a month. Nine thousand people answered.
A newsletter people forwarded
Eight issues between the film and opening day, written by the owner, edited by us. Recipes, the builder's progress, the name of the dog. Open rates never dropped below sixty percent.
The outcome.
Every room, every night of the first season, booked direct, with nothing paid to a listing site. Season two opened its waitlist a year early.
“We never ran an ad. We just told people the truth about the place, slowly, and they came.”Owner, Casa Marea
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