Le Merigot worked with Second Wave to identify why bookings and revenue were down post transition. Once the reasons were identified, the primary focus was to build awareness in the market around the new hotel name, develop brand equity while under a white label, and increase revenues and bookings.

The transition process did not go as planned – during this time, there were distribution changeover problems, delayed website redirect implementation, negative assumptions about the product and confusion in the market. It also coincided with a historically lowdemand period for the market as a coastal destination.

Second Wave conducted a deep dive analysis on the website and paid digital media campaigns to identity top areas of opportunity. We then implemented a strategic marketing action plan, including building and merchandising demand generation offers, creating new paid media campaigns with awareness goals, and enhanced SEO optimization, as well as collaboration with Marriott's Transitions & New Builds team.