The art of marketing in the hospitality industry is much more than advertising a place to stay, it is about identifying the right market, reaching the correct audience and conveying a message that will resonate with potential guests. In the case of Las Dunas Grand Luxury Hotel 5* GL in Estepona, the message that needs to invite and entice a decerning clientele to enjoy an exclusive and unforgettable experience at the hotel.
Estepona is part of the Costa del Sol’s Golden Triangle, which is home to some of the Coast’s most sought-after properties, beach clubs, restaurants and of course luxury hotels. It was established many years before the Costa del Sol’s property and hotel boom, allowing the company to pick a prime beachfront location, which today still wows guests with its unrivalled panoramic sea views.
In Spain, the designation “5* GL” means Five-star Grand Luxury, a classification that goes beyond the standard five-star rating. Created under national tourism legislation, it identifies hotels that are considered a “cut above the rest” within their category, often due to their cultural or historical significance. For guests, it guarantees exceptional luxury, exclusive facilities and personalised services that surpass the typical five-star experience—something Las Dunas continues to embody in every detail.
As a long-established brand, this client needed assistance raising brand awareness and expanding its reach within the very competitive hospitality market. Redline Company created a digital marketing strategy that would highlight the hotels unique selling points; the hotel’s timeless elegance, 5-star suites, exceptional front of house service and the comprehensive array of amenities and wellness features. However, the main focus of the marketing is to communicate the hotel’s character and charm, highlighting the fact that it is in a different league to the newer more contemporary establishments.
The majority of hotel bookings are carried out online, via Apps, portals and an official hotel website. In order to raise interest and drive traffic to the website, it was necessary to implement a multi-channel digital strategy, including ongoing SEO to improve organic ranking on search engines, social media management, including captions, graphics and videos, and paid social media adverts. In addition, the hotel needed to be presented in its best light by commissioning new professional photographs and videos.
One of the ways to improve search engine optimisation (SEO) on the website is to regularly add new original content featuring relevant keywords (in both Spanish and English). Each month, Redline Company’s digital marketing team ascertain the relevant keywords and topics to be featured in the latest blogs. These not only serve as SEO tools, but also build a library of information that potential guests can refer to when researching about luxury wellness and Spa holidays in Estepona.
