Woodloch Resort’s Rory O’Fee teams up with Flip.to to have better conversations with travelers

Since 2015 Woodloch Resort has been a power-user of the Flip.to platform, led by Director of Marketing, Rory O’Fee. He and his team have always felt that personal stories and authentic conversations are what resonate with travelers.

Recently, Woodloch implemented Discovery, and after only a short time, O’Fee and his team have been astounded by the results.

Infographic: A look at Impact, 45 days on Discovery for Woodloch Resort. 14K website visitors unveiled and shared their intent; 300+ room nights booked, attributed to returning planners; $300K direct incremental revenue, tracked in real-time

How did they end up with such a big bump in revenue and conversion? Let’s look further.

Family First

At Woodloch Resort, everyone is family. “We’re a family business that employs families that cater to families vacationing,” explains O’Fee. With thirty plus activities scheduled daily and inclusive meal plans, it’s easy to see why families are the number one draw to the 225-key resort. The property’s shores along Lake Teedyuskung, in the picturesque Pocono Mountains, are a wonderful place to make memories.

Photo submission from Xuefei T. showing a small child with mom warming themselves in front of a fire pit.

Marketing on Authenticity + Trust

Woodloch’s homegrown property management system has evolved over time, but is still limited for O’Fee’s marketing needs. When he first heard about Discovery, he knew it was a solve for many of his pain points.

“It’s the feeling you get when you come to Woodloch that leaves a lasting impression. That’s how we bring a family aspect into our marketing. We extrapolate those stories, and let people share their best moments,” says O’Fee.

Advocacy has been supporting that strategy for some time now in the dreaming phase. But O’Fee wanted to bring those tenets into focus on the planning phase.

“The Discovery platform has given us a new set of tools that I haven’t had access to previously. And that’s looking at traveler intent and interest—their timing interest, and their lead time to booking.

And being able to craft a message to talk to them, and help guide them through the booking process at the right time. That has been a wonderful tool for me, because I get to see when people are interested and looking. Then I can really shift my strategy accordingly.”

Intent: A Crystal Ball

That’s important for Woodloch, since its activities shift from season to season, maximizing fun in each. Winter’s snow tubing and “Winter Olympics” activities give way to spring and summer’s boating on private Lake Teedyuskung, nature walks through the mountains, and outdoor concerts.

Knowing a traveler group’s season of interest and mix of ages helps Woodloch continue the conversation further. It helps to connect them with the experience that helped win them over.

Photo submission from Joan G., showing a dad and daughters doing a workout at the Woodloch gym

The Discovery Difference: Unveil + Re-engage

With Discovery, travelers unveil far earlier in the funnel than a traditional booking path. Once a planner unveils, Woodloch tapped the platform to nurture around the experiences for their age mix, save their plans until they’re ready to book, and most importantly, re-engage at the most appropriate point in the traveler’s planning stages.

It’s no secret that understanding more about their travelers drives Woodloch’s impressive increase in conversion.

The Future: Better Marketing

Overall, Rory is seeing a strong desire for families to reconnect post-COVID. Like any marketing effort, reconnecting with and growing audiences also means navigating challenges around privacy and compliance that will continue to be important to travelers in the future, often strained by fragmented policies at varying levels.

“To be in compliance with one thing, you’re out of compliance with another. It’s very complicated.”

Photo submission from Melody Y., showing 2 girls holding hands standing on a pier looking out at sailboats out on the lake

But he’s optimistic about working through those challenges with Flip.to and people like Customer Success Team Lead, Michael Mathews.

“I know you’re going to grow, and come up with new solutions that will enhance the travelers’ experience. In doing so, you’re going to enhance the supplier’s experience in getting people booked,” said O’Fee.

“You’re working to change an element of the travel experience, and I’m excited to be a part of that.”


If you’d like to stay in touch with Rory to hear more of his ideas on where travel marketing needs to be headed, give him a follow, here.

If you think Flip.to can help you have better conversations with your travelers, and in doing so, increase your conversion at the same time, we’d love to hear from you.

Changing latitudes: a lake-loving audience is the key to a strong opening for Margaritaville Lake Resort, Lake Conroe | Houston

Beyond one-to-one traveler journeys, we’ve built a platform that launches hoteliers on a marketing journey, too. A journey that infuses the tenets of good hospitality from beginning to end, and that’s simple to manage, yet incredibly impactful.

When Margaritaville Lake Resort, Lake Conroe | Houston opened its doors, the property brought an entirely new concept to the area. They had to build an audience, and inspire them to get “into a vacation state of mind.

They tapped Flip.to to do just that—and when lake life called, this audience answered, to the tune of incredible impact:

Infographic: A look at Impact, 1 Year for Margaritaville Lake Resort, Lake Conroe Houston. 1,300,000 friends & family reached and inspired in the dreaming phase, in the most authentic way possible; 77,000 travelers unveiled in the planning phase, deciding where to go next; This resulted in $1,600,000 in reservations tracked in real time to direct, incremental revenue

So, how’d we get here? Let’s dive in. 🏊👇

Timing is everything, until it’s not

As you’d expect, mid-2020 was a challenging time to open a new resort—even for one with rock star branding and universal name appeal. But schedules are schedules, and a property sitting idle is guaranteed to earn zero returns.

On the edge of glimmering, boater-friendly Lake Conroe, the 335-room island outpost was fresh off a massive renovation and rebranding that made it unique to any other offering on or near the lake.

Changes in Latitudes

As it does, the Margaritaville brand brought a slice of boat-drink-inspired island life to the heart of land-locked Texas, where it created a new lakefront destination fit for the surrounding drive markets of Houston, Dallas, and Austin.

Caribbean-hued paint schemes and thatch-roofed palapas inspire a more southern latitude, while Jolly Mon Water Park, also tucked in a grove of swaying palm trees, kicks up a splash of fun. Of course, no Margaritaville property is complete without a signature LandShark Bar & Grill, which in Lake Conroe, is appropriately set waterside.

Photo submission from Christi G. showing a small child standing in a kiddie pool at a water park with arms outstretched splashing water.

Flip.to leads the charge

To thwart the unfortunate debut timing, the resort needed to grow an audience ready to receive this fin-tastic new concept.

When we partnered with the lakeside property, Flip.to Customer Success standout, Joseph Meuse, quickly became an extension of their marketing team.

Joseph helped formulate a strategy to reach and inspire travelers, especially ones that would be most engaged with lake life. His input led the resort’s team to launch conversations with a new audience in an authentic way, and at the right time in their traveler journeys.

Photo submission from Kellie P. showing 2 boys on innertubes floating down a lazy river in a water park.

Advocacy in the dreaming phase

Joseph first helped to maximize the impact of the Advocacy platform. He and the property’s team launched a campaign around lakeside memories.

Stories began flooding in, filled with travelers’ best moments spent on or near the water—a positive connection which was now associated with a new resort.

This led the brand into conversation with these potential new guests, and created an ever-growing audience for the resort with a love of the lake. Once the property was fully open, Flip.to helped to win-over this new audience with the right messaging.

Photo submission from Laura N. showing adirondack lounge chairs right by Lake Conroe, Houston TX

Discovery in the planning phase

Joseph then switched on the Discovery platform to win over planners visiting the resort’s website. This part of the platform starts conversations in a reimagined way, leads planners to unveil, and learns their intent.

Flip.to helps Margaritaville Lake Resort, Lake Conroe | Houston re-engage these planners around that intent when they’re ready to book. That effort increased conversion at the bottom of the funnel, and together with Advocacy humming along in the dreaming phase, fueled a successful opening year for the property.

A successful partnership

The platform sparks genuine conversations around travelers’ intent, comes fully charged to grow audiences, and converts planners into guests—all with only light lift from your team, and at a much lower cost than through traditional marketing channels.

The heartwarming story that made love-struck travelers swoon over the Westgate New York Grand Central

Winning the hearts and minds of travelers is the ultimate goal for properties of all types, and takes a thoughtful strategy on the part of the marketer.

Transactional approaches, like discounts, can impact conversion in the short term—but are nothing more than a ‘fling’ in the mind’s eye of the traveler. Instead, emotional connections are what leave a long-lasting impact on prospects.

Together with Flip.to Customer Success Team Lead, Michael Mathews Westgate New York Grand Central tapped into inspiration and authentic experiences to do just that—winning over tens of thousands of future travelers along the way.

How it started

Maurice and Sally Goller caught the attention of Westgate’s marketing team. The lovebirds spent their honeymoon at the property—then the historic Hotel Tudor—some 76 years before.

Old 1940s black and white photograph of Sally and Maurice Goller

The story Best-selling novelist, Agatha Christie, said of love, “It’s a curious thought, but it is only when you see people looking ridiculous that you realize just how much you love them.”

And that’s exactly when love struck for Maurice Goller. In the school cafeteria, to be precise. Right after his future wife, Sally, was banished to his table for the crime of being too loud.

Immediately drawn to her boisterous personality, that ridiculous encounter turned into a Coney Island date, and eventually a marriage sealed in a Brooklyn ceremony on October 20, 1945.

For the next three nights Maurice and Sally celebrated in luxury at the historic Hotel Tudor, now the Westgate New York City Grand Central—at a rate of $6.25 per night.

Like a good Hallmark movie, the team found the Gollers’ backstory tugged at their heart strings, and knew others would find it endearing, too. Telling their story would inspire more travelers looking for a romantic escape.

Love turned travel inspiration

Westgate invited storytellers to congratulate the anniversary couple by submitting their own romantic vacation stories from past travels.

That welled up beautiful memories, and made a meaningful introduction to Westgate.

Word spread at the speed of Cupid’s arrow, 💘 drawing hundreds of storytellers who sent heartfelt memories of their own, and reached over thirty thousand friends and family with their stories. That attracted a little romantic spark from hundreds of leads for the Westgate New York Grand Central.

2 photos sitting side by side. Photo submission from Dotty F. of a young couple with the female draping her arms around her husband's neck. Photo submission from Mary C. showing a young couple on a mountain hike holding hands.2 photos sitting side by side. Photo submission from Cedric B. of a young couple standing close together in front of a forested area. Photo submission from Mark T. showing a young couple on a motorbike in a small alleyway.

A genuine love story featuring a cute couple inspired an audience of hopeless romantics, and sent them right into the arms of the Westgate New York Grand Central. Which proves there is such a thing as love at first sight.

Why better conversations with travelers lead to bigger successes for Plunge Beach Resort

Building an audience of like-minded folks is a top priority for 163-key Plunge Beach Resort. After all, as an independent hotel set in the lesser-known market of Lauderdale-by-the-Sea, the property would be remiss to rely on marketing efforts from the municipalities of Fort Lauderdale and Miami alone.

It’s sleek, surf-inspired design, and edgy restaurants make it an unexpected gem in its neighborhood, and while the resort provides the unique experience its guests seek out, it’s not in an obvious location where those specific planners tend to search.

With this in mind, the team at Plunge Beach Resort knew an owned audience opens up the opportunity to have better, more authentic conversations with future travelers, and to key in on a right-fit demographic for their hip beachfront hotel.

In doing so, the property is able to win over travelers with a higher return on investment than through traditional marketing alone.

Photo submission from Jennifer C. showing a woman at the beach with hands outstretched looking out onto the ocean.

Advocacy in the dreaming phase

Our team at Flip.to initially worked with Plunge Beach Resort to build and grow their audience through Advocacy. There, the resort is introduced to friends and family of their guests, which are a perfect demographic to consistently fill their marketing funnel.

Advocacy reaches the traveler at their point of inspiration, and opens a dialogue with the resort that’s nurtured by the platform to help these warm leads convert.

Photo submission from Diane S. showing a beach at sunset with an empty hammock in between palm trees.

Discovery in the planning phase

Halfway through this year, the resort also began sparking conversations with travelers in another phase of the traveler journey—the planning phase. By switching on Discovery, Plunge Beach Resort aims to learn more about visitors who land on their site, ready to plan a trip.

Discovery unveils planners deciding where to go next, learns their intent and booking time-frame, and re-engages that traveler along their decision-making journey to help win them over for Plunge Beach.

In fact, whether that window is near-term or farther out, the platform helps the property re-engage at the appropriate time and with the right message to convert, all based on their intent. And it even helps extend a guest’s stay.

The results

Both parts of the Flip.to platform are performing swimmingly (pun intended!) for Plunge Beach, leading to a 137X return on investment. While the numbers speak for themselves, the biggest takeaway is that better conversations with travelers lead to better business for our partners.

Infographic: A look at Impact, 90 Days for Plunge Beach Resort. 47,207 friends & family reached  thanks to 93 advocates; 4,097  planners unveiled considering a stay at Plunge Beach Resort; Plunge Beach Resort has earned and tracked $198,033 in direct revenue, a 137X return on investment

A Destination Platform: How a collaboration 5 years in the making helped Condo-World and Visit Myrtle Beach put up big wins

One of the important aspects of collaboration is that—beyond being a sustainable strategy for growth—it grows to become a long term competitive edge.

We’ve seen this proven in Myrtle Beach. Now in a record-performant year after one of the fastest rebounds in the country, early collaboration was the foundation for their recovery.

We’re now 5 years in to the partnership. In lockstep with Alex Husner, CMO of Condo-World and newly elected Chair of the Board of Visit Myrtle Beach, we’ve seen the community soar.

We sat down with Alex to talk about the big wins both organizations have seen, including how the platform is driving their decision-making, a better path to conversion, and tackling their big rocks.

Early adopters

Condo-World and Visit Myrtle Beach agreed that having better conversations and more authentic relationships with travelers would naturally lead to better conversion. That led them to become early adopters of the platform.


Video 1: Visit Myrtle Beach + Condo-World: Early Adopters

“We all knew that there was a better way; a more personalized way to get guests along the funnel.”

Collaborative insights drives decision making

The insights gained from across the community l have helped everyone understand what’s making the most impact down to dollars. That has shaped marketing efforts in real time, and has led to exponential growth in audience and revenue.


Video 2: Flip.to for Visit Myrtle Beach: Collaborative Insights

“Through Flip.to we’ve been able to build one of the most sophisticated data structures of any DMO in the country.”

Winning over travelers

Whether in the dreaming phase, planning phase or booking phase, Flip.to helps Condo-World and Visit Myrtle Beach reach a high-quality audience, inspiring them with the right message at the right time in their traveler journey.


Video 3: Flip.to and the Traveler Journey: winning over dreamers, planners and bookers

“We’ve been able to use Flip.to to make more informed decisions on our advertising.”

Better conversations with travelers

A reimagined booking path, Discovery sparks conversations with planners on both sites in a more authentic way, building an audience, learning their intent, and winning them over. This, of course, leads to increased revenue.


Video 4: Discovery: Unveil & re-engage planners on your site, tracked to revenue

“We’ve really flipped the script on how abandonment works. We know there’s a lot of nurturing that needs to happen along the way, and through Flip.to we’re able to do that.”

Impact

The Flip.to platform is helping Condo-World and Visit Myrtle Beach grow an owned audience of travelers, enabling them to have better conversations with that audience, and following the impact of those relationships all the way down to dollars.


Video 5: Alex on the Flip.to team

“Working with the Flip.to team could not be better. They’re passionate about what they do. They’re passionate about technology, but they’re also passionate about travel.”

And it’s working better than we could have dreamed. So far this year, we’ve helped earn and track $37 million across all of Myrtle Beach.

That’s on top of the high quality audience growth, and all of the other benefits of the platform— including a mission that’s been a sustaining factor for their travel industry: collaboration.

What a shift toward first-party data means for destination marketers

As the subject of online privacy makes daily headlines in news outlets around the world, destination marketers are taking note. Consumers are more aware of their online privacy, and the oft poor marketing tactics that threaten it.

Big tech companies like Google are committing to the strategy, declaring its intention to send third-party cookies the way of Flash.

In doing so, the tech giant is putting privacy first—though without completely leaving publishers and other advertisers out in the cold.

As marketers in the destination space ourselves, we’ve long been talking about marketing practices that needed to change, specifically in travel. Not in an effort to make marketing harder, but to make it better. Better for the traveler and better for business.

We’re happy to say that destination marketers are leaning in, with the privacy-first approaches centered on first-party data. We spoke to growth innovator and longtime destination marketer Scott Schult for his take.

As Scott shares and Google demonstrates, putting your audience and your community front-and-center is the core of a great marketing plan. Having better conversations with these people—as real people—and earning their trust is a well-regarded, privacy-first approach.

That turns into more meaningful insight which builds stronger business—so long as you protect your audience.

As our audience, we’re putting you first, too. We’d love to hear about the first-party data strategy your destination uses at zstovall@flip.to.

How Alden Suites accelerated to a more profitable rebound, all thanks to a warm audience

We aim to tackle marketing that’s both good for travelers and good for business, and we partner with industry players who do the same to drive more impact for customers.

We teamed up with NAVIS and the Sunshine Gals to boost the bottom line for Alden Suites Beachfront Resort, a 143-room property in sunny St. Pete Beach, Florida. Here’s a closer look at how the partnership set Alden up for a post-2020 comeback.

A competitive market

Marketing duo Sunshine Woodyard and Trudy Anderson of the Sunshine Gals are the conductors of Alden’s marketing, together with Alden’s VP of Operations, Tony Satterfield. He explains,

“The challenge with an independent hotel is not having that big brother that can feed you anywhere from thirty to sixty percent of your business.”

Like other independent hotels, the property elbows its way into market share in many of the same crowded channels as its peers.

Alden and the Sunshine Gals knew they needed a different approach. They wanted to talk directly to their audience, segmenting based on their wants and needs, and knew focusing on the guest experience over promotions would be a better way to engage their community.

The approach was successful, but they quickly found the need to scale, leading them to tap Flip.to and NAVIS. The partnership would grow the audience faster, and build traveler relationships across the traveler journey, tackling their goals:

  • Reach and inspire an audience of dreamers who are the perfect demographic
  • Unveil planners on their site, sparking new conversations in more authentic ways
  • Win over new and repeat guests, inspiring them to return again and again

Isometric screenshots of Flip.to screens

Growth at every part of the traveler journey

Winning over planners and bookers

After 2020, Alden’s focus was to rebound more quickly and profitably by growing their direct channel. They turned to Flip.to, and we were excited to put to work the newest part of our marketing platform: Discovery.

Discovery unveils prospects on their site with a reimagined booking path, learning a planner’s intent and travel aspirations in a more authentic way. From there, the platform re-engages and nurtures prospects by sparking better conversations based on that newly discovered intent.

Switching on Discovery resulted in a leap in conversion, and a significant increase in direct revenue for Alden.

Letting won-over guests inspire a new audience of dreamers

After these guests have stayed, Flip.to steps in once again—this time with Advocacy. Alden turns their guests into storytellers, letting them share their experiences to grow a new audience.

They reach a highly-targeted, like-minded demographic who are dreaming about travel, before competitors even have the chance. Plus, these storytellers fuel other marketing. Woodyard shares,

“Flip.to lets us tell authentic guest stories throughout the traveler journey. People can see themselves at the property, living the vacation dream.”

The impact from Flip.to in the dreaming, planning & booking stages is massive:

IN JUST 90 DAYS ON FLIP.TO 147K Friends and family reached with Advocacy—the right demographic at the lowest cost-of-acquisition 12K Planners unveiled, leading to hundreds of added room nights using Discovery’s reimagined booking path ALDEN HAS EARNED AND TRACKED AN ADDITIONAL $470K in direct revenue a 325x return on investment, thanks to Flip.to and on pace to reach $1.8M in 2021

Extending the traveler’s lifetime value

After working hard to grow and maintain this highly valuable audience, Alden Suites sought to maximize its impact, and that’s where NAVIS took the reins.

In order to build more fruitful, long-term relationships, NAVIS aims to increase its value, analyzing guest data, nurturing leads, and creating new or repeat direct bookings.

In doing so, NAVIS helps Alden Suites continue meaningful conversations with past guests, keeping their audience from going stale and ultimately priming guests to return.

This increases long-term revenue, creating growth that has been especially important after the challenges our industry has faced in the past year:

Year Over Year (YOY) GROWTH WITH NAVIS 34K Click Throughs 17% Open Rate IN 2020, THIS RESULTED IN $1,343,780 in direct revenue an 18% growth in gross revenue YoY, thanks to NAVIS

Teaming up for better marketing and better results

Marketing efforts with Flip.to and NAVIS proving effective through to revenue have helped the spirited team at Alden and the Sunshine Gals solidify their strategy:

“The partnership with NAVIS and Flip.to is a critical component of how we’ve been successful over the last several years,”

says Satterfield. And Anderson agrees:

“Our investment in building our own audience prior to COVID has made recovery work a lot better.”

Let’s talk

If you’re ready to hear how the Flip.to marketing platform can launch incredible impact for your property in weeks, get in touch. To keep up with more on what Alden Suites, NAVIS, and the Sunshine Gals are doing to reshape travel marketing, give them a follow:

We’ll share how you can reach, inspire and convert new audiences at a massive scale.

Wrappy Hour: The Latest Release Notes Wrap-up from 2020

Cheers for stopping in on another wrappy hour! Follow along for some big updates, new features and round it out with a bug smackdown.


Big Ticket Items

Spaces
We’ve streamlined your account with new navigation that makes it easier to flip between the hotels, groups or destinations that you’re helping to reach and inspire travelers. These new spaces also set the stage for some entirely new products.

Screencapture of Flip.to's new Audience Onboarding process

Audience Onboarding & Invitations
Got an existing audience of past guests? Our new onboarding assistant can help you add them onto the platform with a few clicks. That tees up the next feature.

Your past guests are ready to become storytellers. The storyteller invitations feature helps target this audience, and sets them on personalized storytelling journeys that inspire future travelers, build brand loyalty, and strengthen your relationship with them.

Improved Attribution Tracking
Understanding the traveler journey is as important as ever. We’ve improved (and are on a never-ending quest to improve) the way our platform is helping the industry learn how to best win over audiences, and which paths are the most profitable.

Feature Updates + Light Enhancements

Screenshot of Flip.to account's new announcement feed

Announcement Feed
You deserve to know the latest and greatest about our products as soon as new features drop. We built an announcement feed into your account, so the news meets you where you are the most.

Sign-in Flow
Your new sign-in experience replaces cumbersome temporary passwords with a reset link, and displays password requirements so you’re logged in and back to work without raising your anxiety.

Account Permissions
We’ve added fine-grained permissions, so you can customize other users’ access to each area of our platform. Some of your team may need review-only status, while others need full access for modifications.

Azure Flattening & Angular Migration
Through a bit of backend string pulling, Azure flattening sets the stage for unaffiliated organizations to share content with each other. That allows DMO’s, brands and management groups to share content with their members more efficiently.

Our ongoing migration to Angular continues, which just means we’re able to build better and faster.

The Great Bug Smackdown 🐛

A recent Flip.to Story River on Margaritaville Hotels

Story River
Our Story River should float guest stories downstream in every browser, but it didn’t for Internet Explorer. Now IE users can navigate the River as true explorers should.

Dark Mode
The dark side of Dark Mode left important parts of our emails in the shadows. We hacked a fix, and now they look great, even in the dark.

Duplicating Efforts
Duplicate emails are so annoying. Duplicate emails are so annoying. We fixed that.

Guest Certificates
Some logos were broken on guest certificate pages. That’s taken care of, and while we were at it, we made sure a certificate’s expiration date can be edited properly.


Thanks for joining our wrappy hour! If you’d like to know more about any of our new features, or you’d like a sneak peek, we’d be happy to take you for a test drive. Give me a shout at zstovall@flip.to.

How one vacation rental company’s audience helped them reopen with a bigger, warmer audience, ready to travel

Chances are you heard Florida’s beaches have reopened. Despite the initial 24-hour news bloviation, things seem to be normalizing, and the travel industry in the lightly affected panhandle of the state is ready to jump-start.

For Resort Collection, that means 1,000 rooms spread across the coast of Panama City Beach are ready to be enjoyed.

Thanks to a strong audience paired with a platform and strategy, they’ve hit the sand running. Here’s how.

Putting their own audience first

Most travel businesses experienced a “what’s next?” mentality as the pace of cancellations, refunds, staffing and financial decisions peaked. Even in the confusion and shock of the shutdown, Resort Collection had the clarity to realize this would pass.

Without normal channels of marketing, they knew reaching and nurturing their existing audience would be critical in the plan to reopen.

Striking the right tone

Keeping that audience in conversation during one of travel’s most challenging times ever would require empathetic outreach and careful messaging.

The Flip.to platform played a critical role, helping more than two hundred people share their stories with Resort Collection at the center during the pandemic-induced downtime.

It’s those storytellers who are so important to the company’s strategy. These are real people who shared authentic moments, and in doing so, introduced the VR company to a community that trusts them the most: their own friends and family.

Photo submission from Nykia O. showing 4 african american females enjoying the sun on a hotel balcony

The audience responds

The response was phenomenal, and grew the collection’s audience even wider. Beyond scale, these trusted connections were with a new, high-quality audience of like-minded individuals who mirrored the original storytellers—the right-fit audience for Resort Collection.

Now in active conversation, this new audience is primed as Resort Collection excitedly takes its first steps forward in more than a month.

Photo submission from Sheri S. a family of 4 standing in the middle of crystal clear waters of a beach

Authenticity and trust make better marketing

Resort Collection immediately noticed the stories generated by using the platform resonated with their audience.

How? For starters, they saw a spike in engagement and conversion, a testament to better conversations that are meaningful, timely and appropriate—all at a moment when people are deciding how and when they will be ready to travel again.

The platform put happy times at the front of mind for Resort Collection’s new and old audience alike.

In just 62 days, Resort Collection engaged 265 storytellers who shared their greatest travel memories. 401,876 friends and family were introduced to Resort Collection by a trusted friend or family member. 2,936 warm leads in conversation-an audience who are the perfect demographic.

As they’re phasing back into operation, the platform is now helping the collection immediately start welcoming this warm audience to their newly reopened properties.

And as units book and first guests arrive, they, too, will become storytellers, continuing to grow Resort Collection’s audience, and seeding the funnel in the same way.


Resort Collection recognized the most important lesson in the pandemic: keep your audience at the center. Sparking the right conversations with that audience, and nailing timing and tone are incredibly important.

By prioritizing these efforts, when the time is right for both your properties AND your audience, they’ll be there for you.

How collaboration helps these small Key West hotels see spectacular results that will live beyond the pandemic

Tucked among tropical foliage, and in the company of buzzing scooters and free-range chickens, eight boutique properties scatter the eclectic neighborhoods of Key West. The inns, B&B’s and small hotels are each unique except for a theme of pastel hues and a proximity to Ernest Hemingway’s favorite watering holes.

Yet each was looking for a way to attract more travelers within the country’s southernmost vacation outpost.

At the time, their parent company, Riley Hotel Group, ran all eight as a collection, but marketed the properties individually. And one big opportunity stood out: collaboration.

A platform to work together

When Riley switched on the Flip.to platform, our teams worked closely to not only reach and inspire a bigger audience, but also to build an overall plan to help all eight hotels collaborate.

In those conversations, Flip.to Account Manager, Joseph Meuse, also recognized the need to speak to travelers with a unified voice and to build awareness of the other hotels in the family. That suggestion garnered more fuel to continue evolving The Key West Collection by Riley, a plan that grouped the boutiques together in strategy, marketing and content, and would introduce the sister properties to travelers who previously knew no affiliation.

Riley the Rooster debuted as the hero of the new logo, and excitement built for the official kickoff of the platform.

A launch and a pandemic

Photo submission from April A. showing man holding a rooster and a hen.
Photo submission from April A.

Just when the new brand started to take off, the bottom fell out of the market as the pandemic swept the nation and grounded travel. While excitement deflated quickly, the groundwork from the collaboration proved to be timely.

The eight properties in the Key West Collection are now working together on a single Flip.to platform to inspire an audience of travelers, and rebuild their marketing funnel while the island is shuttered.

Their audiences, once compartmentalized, are learning about the group in a more authentic way. They’re also growing a team of storytellers who are actively introducing their friends and families to the entire collection. That sets up the properties to be in a great position when the time is right.

Photo submission from Kathryn S. standing in front of palm trees in Key West.

The impact of collaboration

The introductions are adding up at a brisk pace. That’s no small feat considering the collection only counts a total of 105 rooms.

In just 56 days, Riley Hotel Group engaged 342 storytellers who become an extension of Riley's marketing force. 270,000 friends and family were introduced to Riley's Key West Collection by someone they know. 3,600 dreamers in conversation-an audience who are the perfect demographic.

Their marketing team is adding great value at the moment, which is bringing The Key West Collection by Riley more than 3,600 dreamers that they can speak to until the Hemingway daiquiris are flowing again.

An extension of your marketing team

Flip.to and Joseph proved to be an extension of The Riley Group team, and a partner willing to join in thinking big to overcome its challenges. Neither could have foreseen the biggest challenge to date, but those initial conversations show getting the fundamentals right is the best way to weather any storm.