Brand Strategy & Marketing | The Luxury Travel Book

  • Kristina Sikorskaja
  • Jasmine Boothroyd
The Luxury Travel Book provides premium city apartment and villa rentals in some of the world's most desirable destinations as well as exclusive concierge services, from personal chefs to private yacht charters.

Having just launched a new website and brand identity in 2018, TLTB approached mr.h with a number of asks:

  • Establish a consistent visual identity in line with the new branding
  • Increase content engagement and brand fame
  • Expand to its client base in terms of size and the average booking value

From November 2018 to February 2021, I was involved in brand strategy, digital marketing activations, content creation, and the development of various engagement strategies for this brand.

Using a combination of SEO, email marketing, Google Adwords, paid social advertising, influencer marketing and social outreach across Facebook, Instagram, Twitter, and Pinterest, we generated amazing results.

After the first year of our collaboration, the client reported a 30% growth in revenue and a 50% increase in the average booking value.

Our organic social media management resulted in a 54% increase in Instagram followers, 110% in Facebook fan growth, as well as a 861% increase in Pinterest monthly views.

The account has also seen a dramatic increase in influencer outreach by celebrities themselves wanting to secure a stay – justifying the effectiveness of the utilised content strategy as well as signalling the achievement of brand authority within the luxury travel sector.

While The Luxury Travel Book’s own collaboration with the fashion, lifestyle, and travel influencer, Jenny Cipoletti, run under our management with the objective to increase awareness and follows, led to significant awareness and engagement results for an ultra-luxe niche brand – a 5% increase in followers on Instagram and an engagement rate on Facebook of 8% (over double the long-run average).

The overall influencer project accounted for a reach of over 600k and resulted in additional bookings.
Over the 2.5 yrs of work, our paid social campaigns reached over 1.5 million people with the avg. click-through-rate doubling the industry average.

The latest 2021 eRCM results have also doubled the industry average both in terms of open-rate and click-through rates – impressive results for the times when travel remains limited, with the travel industry’s email engagement, on the contrary, expected to drop by the end of the year.
Strategies & Activations

Upon the appointment, our team performed a programme of content marketing tests which provided actionable insights regarding audience interests and behaviour and informed decisions about the brand’s long-term approach, including how best to develop robust engagement and growth strategies going forward.

As a consequence, a revamp of the content marketing strategy was introduced for The Luxury Travel Book aimed at achieving a luxury lifestyle and travel expert image to create consumer trust and loyalty within the UHNWI and HNWI demographics.

Our newly-introduced multi-touchpoint content series was shared in the form of dedicated email campaigns and across various social media formats. From exclusive experiences and events to the dedicated architecture and interior design features, these new content styles were interspersed with the existing property promotions.

To achieve the desired new brand image, we also developed a cohesive high-end aesthetic for the brand’s visuals. This included the development of organic social graphics such as Instagram Stories as well as new design variations for different newsletter formats, auto-responders and integrated web forms – all of which reflected the website’s new look and feel.

To ensure the steady growth and expansion of the brands’ client base, our inbound content marketing and community management efforts were supported by paid advertising campaigns across social media, Google Adwords and display advertising.

Thanks to ongoing performance tests and niche targeting strategies, our paid campaigns complemented the organic engagement programmes and drove the desired consumers who booked high-value properties and services to the website.

Our marketing efforts also involved the transformation of the client’s eCRM. This included a thorough inspection of the subscriber base to ensure it meets the latest GDPR compliance and a subsequent clean-up required to heal the company’s domain reputation and newsletter deliverability scores.

To allow the curation of more personalised and tailored email content as well as to add level automation to the eCRM strategy, a comprehensive list segmentation was performed to categorise the users into the dedicated interest and demographic groups, which was later complemented by the introduction of integrated web forms tailored to segment sign-ups.

Alongside the above, our website management activities and content marketing efforts were mindful of the necessary SEO guidelines to ensure the client’s organic discoverability.

Full client study.