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How the Palms Hotel & Spa Breezes Ahead of their Competition


MEET Tara Crooks, E Marketing Manager at The Palms Hotel & Spa. She’s also a VFM Leonardo MERCHANDISING HERO. Here is her story.

A luxurious, AAA four-diamond luxury hotel freshly renovated in 2010, The Palms Hotel & Spa in the heart of Miami Beach boasts ultimate relaxation, genuine service and laid-back sophistication. Complete wellness, rejuvenation, and environmental awareness inspired by a lush landscape and seaside setting are at the center of each guest experience.

Tara Crooks, The Palms Hotel & SpaWith years of experience in online marketing Tara Crooks knows that a large contribution to The Palms’ continued success is their ability to stay on the forefront of potential customers minds through new and inventive marketing. “Especially online,” said Crooks. “Because internet shoppers are becoming increasingly savvy and expect an abundance of information about a hotel before making a booking.”

The Palms Hotel & Spa achieved Merchandising Hero status by using VBrochure to implement a visually-driven digital marketing solution that would help them capitalize on many digital channels. “We remember things we see far better than things we hear or read,” explained Crooks. For that reason, using images and rich media to intrigue and inform online consumers can really improve a hotel’s bookings.”

With travel shopper behavior and the hotel’s green policies in mind, Crooks knew she needed a digital marketing solution that would help her capitalize on many digital channels from online travel agencies to social media. After exploring the option of VBrochure and video, she knew it would be “the perfect medium to deliver the information about The Palms that online shoppers are seeking.”

As an environmentally friendly hotel, The Palms Hotel & Spa tries to avoid printed marketing materials as much as possible. She explained, “We are a green hotel and streaming video online is an environmentally friendly communications tool. It reduces paper usage, as well as the enormous carbon footprint associated with large scale mail-shots.”

Using the hotel’s videos, high resolution photos, and tabs that highlight distinguishing features of the property like Spa, Weddings, Dining, and Destination attractions, The Palms Hotel & Spa created a VBrochure Multi-Media Player that gives travel shoppers an authentic perspective of the hotel experience.

“We chose VBrochure because of its ability to display our visual content on social media sites like Facebook and third-party travel sites. Before VBrochure, we felt we weren’t really able to merchandise our hotel on third party websites and tell its story with accuracy,” Crooks shared. Now they’re capturing travel shoppers’ eyes on the online channels they use to research and compare their options.The Palms Hotel & Spa - Facebook

“A single image or video can communicate a message that would normally take paragraphs of text to convey. Video allows potential guests to view our hotel’s rooms and facilities in action, providing much greater insight than still photos and or static text and greatly increasing the likelihood of a booking,” Crooks told us.

So how does the implementation of VBrochure translate to more bookings for The Palms?

Crooks is confident that VBrochure is positively impacting their business by reaching out far beyond the customer base they were once relegated to.

“VBrochure gives us the ability to distinguish ourselves amongst many online Miami Beach competitors,” said Crooks. And that’s what it’s all about. The Palms Hotel & Spa now stands out with a story that reaches more travel consumers than ever before.

“We have received over 8,000 video views and 46,000 total image and video views in just over 5 months. A portion of these views being on third party sites tells us that there is a demand to know more about our property online. VBrochure is helping us reach those people.”

To hoteliers looking to develop and maintain a loyal following like The Palms Hotel & Spa, Crooks suggests “Remain true to your brand, speak to your target audience, deliver unforgettable service and keep your online presentation up to date.”

Looks as though it’s sunny skies ahead for The Palms Hotel Hotel & Spa, Miami Beach.

Learn how VBrochure can help you create a visual experience that presents your hotel in the most appealing way online! Book a web demo!


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