Onera Fredericksburg, a luxury landscape resort, sought to grow their social media presence and drive consistent direct booking revenue at their property in Fredericksburg, TX. Looking to boost performance of their unique accommodations, Onera Fredericksburg partnered with Oasi to implement a comprehensive digital marketing, revenue management and direct booking strategy.
Client
Industry
Year
Key Achievements
80%+ Direct Bookings
Onera Fredericksburg saw over 80% direct bookings in 2024.
$2,600,000+ in Bookings
They have seen millions in direct booking revenue largely thanks to their presence on social media.
33,000,000+ Views
Their Instagram has seen over 33 million views with only 370+ posts on the account.
Numerous 1M+ View Reels
They have seen numerous reels reach 1M+ views with some reaching over 2M views.
Challenge
Onera Fredericksburg partnered with Oasi to grow their presence on social media, increase direct booking revenues and create a sustained flow of direct bookings.
Solution
Oasi developed a comprehensive digital marketing, revenue management and direct booking strategy focused on showcasing Onera Fredericksburg's unique offerings while optimizing for converting followers and views into bookings. Key components included:
Property Marketing Strategy
Developed targeted campaigns to target couples around central Texas
Created content highlighting the property's unique features and location just minutes from downtown Fredericksburg
Solidified their brand presence on social media
Partnered with influencers to generate more views and followers
Tested new content structures to find what performed best with their audience
Visual Content Development
Professional property photography and videography
Virtual tours of the units and common area amenities
Lifestyle content showcasing the guest experience being surrounded in nature
Highlights of their proximity to Austin
Drone footage of property and surroundings
Content Strategy
Consistent weekly feed posts
3+ stories per week for an "inside look" at the property
2-3 reels per week
Monthly influencer collaboration posts
Consistent messaging strategy
Pricing Strategy Optimization
Analyzed the surrounding market comps and traditional hotels
Developed a pricing strategy to increase room rates on key days and dates
Analyzed initial pricing rules on a monthly basis to adjust rates based on trends
Paired pricing strategy with digital marketing efforts
Distribution Optimization
Optimized website booking funnel for capturing bookings from social media
Optimized the social media booking funnel for high conversion rates
Emphasized viral content strategies to increase exposure and potential guests entering the booking funnel
Strategic OTA management
Email marketing automation
Performance Monitoring
Booking conversion tracking from social media and on website
Direct booking revenue tracking
Social media performance tracking
Channel distribution analysis
Guest satisfaction metrics
Digital Performance
Instagram Growth: 115,000+ followers
Total Views: 33,000,000+ total views
Numerous 1,000,000+ view reels
3.8% average engagement rate
Business Impact
Direct Booking Revenue: $2,600,000+ total direct booking revenues
80%+ direct bookings (2024)
$500+ ADR (2024)
25.8% higher direct booking ADR compared to OTAs
Viral Reels
Conclusion
Through partnership with Oasi, Onera Fredericksburg successfully scaled their digital presence and established themselves as a top property in the Texas Hill Country. The strategic approach to digital marketing, content creation, revenue management and direct booking optimization helped them reach their target audience on social media and boost their direct booking revenues. The success of this partnership demonstrates the power of combining exceptional property offerings with a strong digital presence to create a thriving hospitality business.
