Sandhamn Seglarhotell
From audience insight to compelling guest experiences
2013–2017
Developed and packaged new guest offerings that helped the hotel attract more guests, particularly during the low season.
Challenge
Sandhamn Seglarhotell wanted to attract more guests, particularly during the low season. Several existing offerings and activities needed to be developed to become more attractive to different target groups.
Results
- Contributed to approximately 20% higher low-season occupancy through developed offerings, guest experiences and marketing initiatives.
My work
I analysed target groups and existing offerings to identify new business opportunities and develop the hotel's guest experience.
I created and packaged offerings including a Women's Weekend (Tjejhelg), a Gentlemen's Club (Herrklubb) and romantic packages, with content and activities tailored to each target group.
I also further developed the hotel's training weekends with new content, personal trainers and external partners.
For families, I developed Piratklubben (the Pirate Club) with theatre, singing and activities. By engaging an entertainer who also looked after the children, we created an experience where children had fun while parents could enjoy time of their own and the rest of the hotel's offering.
I drove the projects from analysis and idea to concept development, planning, coordination with hotel operations and external partners, marketing and on-site delivery.