September 30, 2024

Building a Luxury Brand in Sifnos: NÓS Hotel & Villas

With interest and willingness to contribute to the success of the Greek hospitality industry, Panadvert has worked systematically since February 2022, in order to fulfill the newly launched NÓS Hotel & Villas’ objectives within the ever-growing and evolving digital landscape. In a rapidly developing market, such as that of Sifnos, which is distinguished for its simplicity and the beauty of the Cycladic landscape, investing in a hotel unit beyond the established ones was a one-way street.

The two ultimate goals were to establish the brand of NÓS Hotel & Villas as the most prominent luxury accommodation choice in Sifnos, both in the domestic and international market, as well as strengthen direct sales through the hotel’s website

Although in its first year of operation, the hotel reached occupancy rates of more than 85% in the period June 2022 – September 2022. More than 50% of the bookings came directly, and, out of those, 40% came through advertising campaigns.

The new NÓS Hotel & Villas has been distinguished for its high quality facilities and its luxurious approach to hospitality. This idyllic retreat reflects the authenticity of Sifnos and has come to upgrade the accommodation options in the area of Faros. Built in a privileged location, the 18 suites are spread over four stone-built buildings and constitute a modern, elegant and fresh hotel proposal, putting the guest at the centre of all its facilities.

 Aim

The initial challenge was for NÓS Hotel & Villas to establish itself through its unique approach to every aspect of luxury as an experience. “Building” the image of an exclusive hotel, offering a modernized and authentic Sifnos experience, we aimed to methodically and selectively to promote:

  • The location: Famous old port of the island, known for its cultural significance and cultural attractions, Faros stands out for its natural beauty and its privileged coastal location.
  • Its inspiring design and architecture: The NÓS Hotel & Villas has the resounding signature of the K-Studio of Dimitris and Konstantinos Karabatakis. The award-winning duo has attempted to bring the qualities of a village composition, where language of design and construction is inspired by the local architecture.
  • NÓS restaurant: Under the guidance of award-winning executive chef Athenagoras Kostakos, it is the epitome of “gathering” in its welcoming open space, but also the strongest candidate of the year’s protagonist on the island’s gastronomic scene. Here, the essence of Greece and the local delicacies, both in the raw materials and in the execution of the recipes, combined with the restaurant’s zero waste philosophy are the main denominators of the menu.

 Strategy

We used tools of proven effectiveness to outline our strategy such as:

  • Data-driven marketing
  • Intent & Interest-Based Targeting
  • Quality content

Our digital strategy was, then, designed to resonate with luxury travelers who:

  • Have an interest in the destination’s lifestyle, architecture, culture, and heritage of the island.
  • Search for alternative experiences, such as zero waste gastronomy, open-air spa, rib boat tours & transportation, etc.
  • Pay special attention to haute gastronomy.
  • Value privacy and exclusivity.
  • Have high demands on aesthetics and satisfaction (from flavours to the design of objects in the guest rooms and public areas).

We created a strategic marketing plan that also focused on NÓS restaurant, spa and NÓS private yachting, as they are part of the accommodation package and are a source of revenue for the hotel.

Finally, we acted as consultants in terms of content creation, photography and video.

 Implementation

We created Google Ads campaigns as well as Facebook and Instagram ones, with the aim of increasing direct bookings to the hotel and the rest of its amenities.

More specifically, after identifying all the necessary key elements that have an impact on the success of the property and its consolidation in the Sifnos market and the global market, we:

  • Managed all digital and social platforms.
  • Designed hundreds of creatives, videos & banners in accordance with the guidelines
  • We created and run sponsored ads on Google Ads, Facebook Ads, Instagram Ads, etc.
  • We developed a constantly adaptive content strategy, maintaining a consistent tone of voice across all digital media channels.
  • We proposed new ideas (ad campaigns, reels/videos, stories, etc.) that follow new trends and constant changes in social media.

Finally, we designed and run 20 Campaigns and 130 Ad Creatives & Banners on Google Ads as well as 160 Campaigns and 230 Ad Creatives on Facebook and Instagram.

Analysis & Results

Google Ads:

  • 3 million Ad Impressions
  • 39k Visits to the hotel’s Website
  • 70 Direct Bookings
  • 52 Emails Sent
  • 222 Phone Calls
  • 27 Contact Forms
  • 295 Driving Directions/ Location Details
  • 16 ROAS (Return on ad Spend)
  • Bookings from 10 different international markets

Meta Ads:

  • Impressions in 10 different international markets
  • 126k Video Views
  • 1.5 million Ad Views
  • 100k Interactions with Pages/Accounts – Facebook/Instagram
  • 5k visits to the Website
  • 4 ROAS ( Return on Ad Spend)

Growth:

  • 380% Increase in Instagram Followers
  • 509% Increase in Facebook Followers
  • 452% Increase in Website Organic Users

Conclusion

Despite being in its first year of operation, the hotel reached occupancy rates of more than 85% in the period June 2022 – September 2022 . More than 50% of the bookings came directly through the website, and 40% of those came through advertising activities.