Their Story

TreeHouse Villas Koh Yao Noi Luxury Resort offers an adults-only eco-getaway set amidst the unspoilt beauty of Thailand’s Koh Yao Noi island, located a 50-minute boat ride from Phuket in Phang Na Bay. It offers the benefit of being one of the last spots in the region to remain untouched by mass tourism.

The key drawcard of the property is its treehouse-style accommodation, making it ‘one of the world’s most Instagrammable beachfront hotels’. A truly unique proposition, the hotel was completely new-to-market and not your average five-star property. Guests are invited to check out from daily life and get back to nature staying in rustic luxury between the sea and the jungle. Each luxuriously appointed, split-level villa features a private plunge pool, jungle shower and open-air living areas.

A platform that adapts to its partners’ needs

Starting with the Grand Opening, Luxury Escapes has collaborated with TreeHouse Villas Koh Yao on multiple successful campaigns, each tailored to the property’s evolving objectives.

“The personal engagement and commitment from both parties was one of the main reasons we selected Luxury Escapes. We knew they had the capabilities to custom-fit the promotions based on our needs,” says Treehouse Villas Managing Director, Josef Raess.

Campaign One – Grand Opening: Putting the Property on the Map

Objective: Educate and excite the masses on the TreeHouse Villas Koh Yao offering

As a brand new and unknown property, in a relatively unspoiled area of Thailand, the key objective for the grand opening campaign was to generate mass awareness and educate travellers, both on the property and the emerging destination of Koh Yao Noi. The property was also looking to drive booking volume and establish base occupancy 12 months in advance to effectively allow them to yield up rates throughout the year.

Our Solution: Market TreeHouse Villas Koh Yao as a hot new, ‘untouched’ experience

Luxury Escapes launched a high-impact, multi-media marketing promotion across print, television, desktop/mobile and native content to capture the attention of its exclusive database.

The open-air treehouse design of the resort was showcased to appeal to members looking for a more immersive, off-the grid experience. The property was positioned as a new, untapped destination in Thailand. It was key to develop compelling content that made the destination sound appealing and easy to reach (as this was a potential barrier to purchase) while feeling remote and removed from mass tourism.

Marketing Elements:

Online campaign: A bespoke online campaign was created by Luxury Escapes’ in-house content team with desktop and mobile offer pages featuring custom editorial and video.
Television: The property was showcased on Luxury Escapes’ primetime TV show, Luxury Escapes: The World’s Best Holidays. This 13-part TV show premiered on Network 10 to 450,000 viewers per episode.
Social promotion: Aspirational content, incorporating copy and visuals, reached 1.4 million followers on Facebook and Instagram.
Print advertising: A full-page national newspaper ad featured in Australia and New Zealand’s biggest titles.
Email: Inclusion in Luxury Escapes’ daily EDMs, distributed to more than three million members.

The Result

“They featured us in their travel show with interviews with our managing director and the architect to accurately tell our story and sell our resort. We noted a direct increase in our TripAdvisor reviews as well, as we saw a large portion of our reviews were from Luxury Escape guests.”

Room nights: 2,000+ generated
Average length of stay: Eight nights
Increase in F&B spend: 40% increase

Total direct social engagements (likes/comments/shares): More than 7,000
More than 800,000 views during the episode of Luxury Escapes: The World’s Best Holidays

Campaign Two: Sustained Momentum

Objective: Target need periods and maintain high exposure

Coming off the back of a successful launch campaign, the property aimed to maintain exposure while directing occupancy to the low season between April and October.

Our Solution: Drive Low-Season Bookings

Luxury Escapes worked with the property to identify need periods where occupancy was required. Blackout dates and surcharges were strategically placed during high season dates to incentivise customers to book during need periods.

“While Luxury Escapes has proven success in driving booking volume, our platform also enables us to target need periods,” explains Tom. “We do request that the property open allocation as much as possible for the best customer experience, but we can strategically heavy up allocation during low season while limiting it during peak periods to direct bookings where we want, which is proven to be highly effective.”

The Result

70% of customers booked during need periods, increasing the property’s base occupancy by 40%

Campaign Three: Inject Immediate Occupancy

Objective: Drive booking volume with customers checking in as soon as possible.

While many partners utilise Luxury Escapes promotions to strategically establish occupancy months in advance, some are used to alleviate an immediate need for occupancy and experience unanticipated dips throughout the year. TreeHouse Villas Koh Yao needed a quick top-up on occupancy to fill rooms quickly within the next 12 weeks.

Our Solution

Luxury Escapes targeted customers that were proven to check in with shorter booking lead times.

With customer data showing that Asia travellers tend to book shorter stays and check in sooner than international travellers, Luxury Escapes tailored communication to the Asia audience segment of its database.

“While a significant portion of Luxury Escape’s customers are Australian, we’ve been rapidly growing our international audiences across the USA, Asia and Europe,” says Tom. “As we diversify our databases globally, we are able to leverage each customer segment to drive traffic to our partner properties in different ways. Setting up an Aisa-only campaign for TreeHouse Villas Koh Yao gave us a high likelihood the majority of travellers would check in quickly like the property wanted.”

 The Result

70% checked in with the first three months or earlier after campaign launch

ALOS: Four nights

“The results from this promotion again show Luxury Escapes’ capabilities in terms of directing demand where we wanted it, when we wanted it. It’s what sets them apart from other traditional distribution channels,” says Josef. “Whether it be to establish base occupancy during need periods, acquire new highly-engaged customers, or gain incredible exposure, they are consistently able to deliver new ways to benefit TreeHouse Villas Koh Yao. We look forward to continuing to work closely together in the future.”