Authored by: Alicia Ng (Content Producer - Luxury Escapes)
While a Luxury Escapes campaign operates on a two-week cycle, it’s impossible to restrict a hotel or resort’s need for content marketing to a 14-day window. As news, announcements and needs fluctuate during any given month it’s imperative to be consistently aligning these time critical priorities with platforms that not only put this content in front of the correct audience but also at the right time to generate maximum impact.
That’s why Luxury Escapes includes vendor partners in our entire content game plan and utilizes our established platforms and networks to offer vendors promotion beyond the initial two-week campaign.
Our online magazine generates in excess of 100,000 unique page views each month and is one of the most effective ways to share time relevant news pieces with our travel-savvy audience. On this platform Luxury Escapes covers everything from new hotel opening such as Bannisters unveiling plans to open a third hotel in Port Stephens, to the latest mod-cons and updates like Banyan Tree Samui adding smartphones as a guest facility.
It also gives us the opportunity to regularly integrate our partner vendors into shareable content including our ‘Best Of’ lists such as ‘The Five Most Luxurious Resorts in Malaysia’ and lifestyle content like ‘Five Minutes with a Teppanyaki Master Chef.’ These articles are then amplified to an audience of over one million social media followers.
The third season of our television show is set to air on Network Ten on July 14 and it’s one of the major highlights of our content calendar. Luxury Escapes is able to broadcast our partner vendors into living rooms across the nation, connecting them not only with our existing and engaged member base but the addition of entirely new audiences at the same time. Following the airing of each episode, our video team compile specialised snippets of each property that are uploaded to YouTube and the Luxury Escapes website for easy accessibility and share-ability.
Example: W Retreat, Koh Samui, Thailand
The Luxury Escapes Facebook page has over one million followers and one of our highest rating social offerings is the ‘LE Live’ initiative. This platform works to connect our members with travel experts who offer insider information and showcase vendors such as Royal Caribbean’s Ovation of the Seas in a new, unique way.
In addition to Luxury Escapes-run platforms, our established partnerships with other content platforms allows us to further amplify our vendor partners to relevant target audiences. For instance, our content team regularly create stylized travel content for Vogue Living, where we’ve been able to showcase our vendor partners such as Banyan Tree Ungasan and Mitchelton Hotel through glamorous editorial content.
Dean McCullagh, Partnerships and Contracting Manager at Luxury Escapes agrees that incorporating vendors into our overall content strategy is part of the benefit of partnering with Luxury Escapes.
“Working with Luxury Escapes promotes properties via multiple on and offline marketing channels, at no cost to the hotels, a feat which, if a hotel tried to replicate themselves, would cost them thousands in revenue and return little for their time and monetary investment,” he says.