The development of the website played a pivotal role in the overall strategy by harnessing traffic analytics to inform decision-making and refine services targeted at specific market audiences. By utilizing analytic techniques, outcomes were achieved through Data-driven Insights, Market Audience Segmentation, and Targeted Marketing.
Research methods employed, including in-person interviews, surveys, website analytics, and secondary research, led to the identification of a highly successful target market that aligned seamlessly with the resort's values and offerings. This discerning market consisted of affluent Bangkok families who sought an enriching educational experience for their children. The program designed to cater to this audience proved to be exceptionally successful.
Developing a versatile branding system was crucial to accommodate the expanding range of activities while maintaining a strong focus on the elephants, the central element of the resort, and all its offerings. The branding system was executed based on the following:
Multilingual Approach: The branding system incorporated a seamless multilingual approach to cater to the diverse audience of English and Thai speakers.
Color Palette: A color palette was employed to evoke a sense of warmth, nature, and cultural richness. The colors represented the beauty of the resort's surroundings and paid homage to Thai culture.
Cultural Sensitivity: Cultural nuances were respected and integrated to ensure it resonated with the local audience while appealing to international guests.
Based on thorough research findings, the expansion of programs tailored to international customers proved to be a strategic move that generated substantial success for the resort. The research identified a specific segment of international travelers, including single professional women, who sought immersive experiences in Thai flora and fauna, cultural outings, and relaxation. The development of four distinct programs to meet these preferences delighted customers and established a reliable revenue stream. Here's an overview of the key elements:
Creating marketing and collateral materials, including signage, was crucial to enhancing the resort's overall guest experience. It included in-room materials, restaurant menus, and educational content. One noteworthy component was the educational signage for life-sized dinosaurs situated within the jungle.
The extensive use of whiteboarding, customer surveys, A/B testing, and in-person interviews was instrumental in gaining a profound understanding of the value that the hotel and sanctuary could offer to its guests. These research methods provided valuable insights and shaped the resort's offerings and services in alignment with customer needs and preferences.