At THN, we work with all types of accommodations, from luxury brands to budget-friendly hotels. We decided to check in with a client hotel to take a deeper dive into how they enhance their guests journey, starting from the moment they land on the property’s website. In a recent interview, we had the opportunity to speak with the team at Miraggio Thermal Spa Resort, delving into their unique approach to luxury, wellness, and direct channel strategies.

With deluxe rooms and suites offering stunning views of the Aegean Sea, Miraggio Thermal Spa Resort provides a tranquil and luxurious escape for guests. Given the resort's commitment to offering a unique blend of luxury, wellness, and personalized experiences, our team was excited to take a closer look and explore the innovative ideas that set the resort apart from their competitors. Let's hear what they have to say…

Thanks for taking the time to speak with us! Can you explain a bit about the concept of Miraggio Thermal Spa Resort?

We offer a unique blend of luxury, relaxation, and wellness amidst the stunning backdrop of Halkidiki. Our resort is built around the concept of rejuvenation, with a focus on utilizing the natural thermal springs of the area to provide our guests with unparalleled therapeutic experiences. From our world-class spa facilities to our exquisite dining options and impeccable service, we aim to provide a holistic experience and create life lasting memories.

That sounds amazing! Now thinking about your commercial strategy, why did you choose to work with The Hotels Network?

We decided to work with THN because of their advanced technology and expertise in hotel website optimization. The consistent new and innovative solutions enable us to drive more direct bookings, improve our conversion rates, and enhance the overall experience for users on our website. We really see the benefit in maximizing our direct revenue and reducing reliance on third-party booking platforms.

What are your key target markets and how do you differentiate your property to appeal to them?

We aim to reach travelers seeking luxury wellness experiences, families looking for a tranquil getaway, and couples desiring a romantic retreat. To set our property apart, we emphasize our unique thermal spa offerings, breathtaking sea views, extensive leisure facilities, and service that is tailored to our guests’ needs. Our commitment to sustainability and environmental stewardship is another thing that sets us apart and helps us appeal to eco-conscious travelers that are looking for responsible tourism experiences.

Do you have a specific strategy on your direct channel to reach them effectively? What campaigns have you found most successful?

Our strategy focuses on personalized promotions and seamless booking experiences, which gives us the best chance at reaching our target audience. We have found that exclusive offers for direct bookings, loyalty program incentives, and strategic retargeting efforts to capture potential guests who previously showed interest have been some of our most successful tactics.

As mobile traffic continues to increase on hotel websites, do you have a plan in place to convert users conducting searches from their mobile devices?

To make the most of this scenario, we have implemented a mobile-responsive design, optimized booking process, and seamless user interface to ensure a frictionless experience for users searching from their mobile devices. Through THN’s personalization platform, we also utilize mobile-targeted campaigns and push notifications to encourage mobile users to book directly with us.

Miraggio Thermal Spa Resort’s mobile-exclusive offer

Your property has received many positive reviews. How do you ensure potential future guests are made aware of them?

We actively promote the positive reviews and testimonials we receive from our satisfied guests through channels like our website, social media, newsletters, and third-party review sites. For example, we use THN’s Reviews Summary to showcase the favorable reviews we have received from previous guests. By showcasing the experiences and endorsements of past guests, we instill confidence and credibility in potential future guests, reassuring them of the exceptional quality and service they can expect at our resort.

Inliner showcasing Miraggio Thermal Spa Resorts’s positive reviews

Do you have a loyalty program? If yes, how do you encourage new membership subscriptions on your website?

Yes, we have a comprehensive loyalty program designed to reward our most loyal guests and incentivize repeat bookings. To encourage new subscriptions, we offer exclusive perks on our website, such as discounts on future stays, complimentary upgrades, and VIP amenities. 

Thanks for taking the time to speak with us! Just one last question: given the success you’ve found with your website messaging, what advice do you have for other hoteliers looking to improve their direct channel performance?

Our advice for other hoteliers is to prioritize investment in technology, data analytics, and digital marketing strategies that empower you to better understand and connect with your target audience. Focus on delivering exceptional value, personalized experiences, and seamless booking processes to incentivize guests to book directly with you, which will also reduce dependency on third-party distribution channels and maximize profitability.

Thank you to Miraggio Thermal Spa Resort for sharing insights into their unique offerings and strategies for success in the hospitality industry. We’re always happy to hear from innovative and forward-thinking hotels in the industry.