03
Client
Amistat
Location
Barcelona
Ibiza
Work
Social media management:
Instagram
TikTok
Facebook
TikTok
Paid social advertising
03
Client
Amistat
Location
Barcelona
Ibiza
Work
Social media management:
Instagram
TikTok
Facebook
Paid social advertising
Santi Prat
CEO at Amistat, Spain:
“None of the agencies we have worked with so far has been at Stay the Night’s level. The service received is extremely professional and the degree of knowledge of our segment is far above that of other agencies in this sector. The best thing about working with Stay the Night is the team’s responsiveness to our specific needs – I wouldn’t hesitate to recommend their service to others.”
About
Amistat Hostels are located in prime locations in both Barcelona and Ibiza, offering guests from around the world fun, sociable and authentic Spanish experiences.
Offering slick, safe and affordable accommodation for travellers in two of Europe’s most popular destinations, Amistat are an ideal place to stay for those exploring on a budget.
Offering slick, safe and affordable accommodation for travellers in two of Europe’s most popular destinations, Amistat are an ideal place to stay for those exploring on a budget.
Main Challenges
Working together since 2021, our partnership with Amistat Hostels is a perfect example of integrating multiple paid and organic services in order to expand awareness, strengthen community and ultimately drive direct bookings. The brand’s key challenges were:
Instagram audience stagnation:
Due to poor previous ad practises, their Instagram audience was made up of a large proportion of users who were not their key demographic. This led to an almost constant stream of unfollowing and very low engagement.
Driving reservations via direct channels
Amistat had key sales and occupancy objectives set and needed marketing support to increase reservations via direct channels.
Increasing brand awareness among target markets:
Amistat has a loyal customer base, with many of them acting as their brand ambassadors by frequently sharing content of their experiences online. However, post-pandemic they were looking for fresh creative ideas on how to increase brand awareness among target markets and capitalise on growing travel demand.
Maximising buzz and bookings around new launches:
For new launches, we put together pre and post launch strategies in order to drive awareness, engagement and direct bookings.
Results
Increase in direct bookings:
53%
Increase in direct booking revenue:
59%
Increase in website traffic:
537%
ROI from Google Ads:
0
:1
Increase in Instagram followers:
0
%
Increase in conversions from Instagram:
0
%
Increase in Instagram profile visits:
0
%
Increase in TikTok reach:
0
%
Increase in TikTok profile views:
0
%
Increase in TikTok followers:
0
%
Approach
In order to achieve Amistat’s objectives, we implemented the following approach:
Implemented a holistic marketing approach across organic and paid social platforms in order to execute best practise tactics on both platforms in order to maximise brand awareness, grow audiences across Instagram and TikTok and drive direct bookings.
Conducted comprehensive market research to create detailed guest personas for both locations.
Prioritised providing genuine value to the audience, with the majority of content aimed at entertainment (pre-dominantly humour focused) tips, advice, and inspiration. We aimed to build a highly engaged and loyal community, avoiding a constant sales-focused approach which we know does not work on social platforms.
Focussed on nailing their tone of voice, creating a relatable and genuine conversational tone. Our goal was to show the human side behind the screen, engaging in meaningful interactions with individuals rather than speaking as a distant business entity.
We work as an extension of their team, working closely with the marketing manager via Whatsapp and email as well as fortnightly content meetings. As part of these meetings, we discuss and brainstorm innovative content ideas and analyse organic and paid social performance.
