Soneva increase direct revenue by 41% in just 7 months
Thursday 2nd May 2019
As the original barefoot luxury brand, Soneva pride themselves on offering rare experiences through sustainable living. Their five-star resorts – Soneva Fushi and Soneva Jani in the Maldives, and Soneva Kiri in Koh Kood, Thailand – are home to overwater, beachfront, and ocean view villas, and a range of bars and restaurants, while their pioneering private yacht experience, Soneva in Aqua, allows guests to explore the Indian Ocean in luxury.
During a stay at Soneva resorts, guests have the opportunity to take part in countless unique experiences, from stargazing in the island’s observatory to sunset dolphin cruises. The resorts also host exclusive events throughout the year which often involve Michelin-starred chefs or notable figures such as sportspeople, artists and astronomers.
The new partnership
Soneva came on board with Journey in early 2018. Their current website was outdated and didn’t properly showcase what life was like at Soneva resorts. What’s more, their current ad activity was proving expensive and ineffective, and their online revenue through direct bookings was suffering as a result.
After developing and launching a website that was on brand, SEO friendly, and offered an exceptional user experience, we set about developing a new digital marketing strategy to drive the right people to the site at the optimum time in their booking journey.
Using a combination of paid search, display, and programmatic advertising, we were able to increase the quality and quantity of traffic to the site.
Our aim was to not only improve year-on-year direct revenue, but achieve at least 20% of the market share for direct business for the two Maldivian resorts.
Over a period of just 7 months, we achieved 100% brand search impression share across Google Search for every country targeted. We were also able to increase Soneva’s return on advertising spend (ROAS) from 2:1 to 10:1. In the same period, the average traffic into the new website’s booking engine soared to a new average of 40-45%, and direct revenue increased by 41%.
“With Soneva, we knew how incredible the product was. All we needed to do was ensure the end user had an seamless platform to book on and were targeted in the right way, and more importantly, at the right time.”
Kane Wheatley, Head of Digital Marketing