Sawgrass Success Stories: Luxury Experiences Attracting Millennials and Gen Z with a Stellar Social Media Presence
We’ve heard it before…
To captivate Millennials and GenZ audiences (you know the generations who are redefining the travel market), brands must be willing to evolve and redefine their own efforts. In today's dynamic digital age, a robust social media presence isn't just a luxury – it's a necessity. For luxury short-term rentals (STR) and exclusive experiences, this presence isn't merely about showcasing offerings; it's about resonating with the values, aspirations, and unique tastes of these age groups.
At Sawgrass, we love nothing more than to meet with brands who are looking to expand their reach, connect with their target market, and ultimately bring people through their doors again and again. We take pride in creating genuine, impressionable, and captivating marketing to help our clients reach their goals.
The ever-changing digital landscape can be overwhelming. We get it. The thought of utilizing influencer marketing successfully can often make a client want to stick their head in the sand. So, instead of just talking about what to do, we wanted to show you how we worked hand in hand with two brands to tweak their digital presence to benefit their overall marketing.
Here’s a little sneak peek into the secret sauce that makes us Sawgrass:
Client Study: Speakeasy Resorts
Before partnering with Sawgrass, Speakeasy Resorts, a luxury short-term rental (STR) in Texas Hill Country, had the ambiance, and the exclusivity, but lacked the visibility it desired on social media platforms. Tasked with amplifying their brand voice, our team tailored a series of cohesive marketing strategies, blending traditional elegance with contemporary flair to appeal to the younger audience. Through innovative influencer marketing campaigns and an intuitive social media strategy, not only did Speakeasy see a 500% surge in its following, but also
Average Monthly Growth: 175%
Average Monthly Click Through: 30%
Average Monthly Engagement: 11%
email campaign: 98% open rate 3-5% click-through rate
Client Study: RÖRE Method
RÖRE Method, a cutting-edge health and recovery studio, presented a different challenge. Their holistic approach to well-being was unique, but their brand identity needed rejuvenation. Sawgrass undertook a sophisticated rebranding initiative, focusing on aligning its services with the preferences and aesthetics resonating with younger demographics. A redesigned website and an integrated social media presence later, RÖRE Method transformed from a health studio to a sought-after wellness experience for the modern generation.
Average Monthly Growth: 4.4%
Average Monthly Click Through: 7.3%
Average Monthly Engagement: 11%
Our Takeaways
In the luxury market, authenticity and connection matter. It's not enough to offer a one-off unique experience. Instead, it's about crafting and communicating a story that Millennials and Gen Z want to be a part of, to share, and to live.
Learn more about how to harness the power of social media and bridge the gap between luxury experiences our next generation of consumers. Join Courtney Ross, Sawgrass Founder at the 2023 Vacation Rental Management Association International Conference in Orlando.
On Monday, October 23rd at 2:30 pm, Courtney joins two other industry experts to present
"THE ULTIMATE SOCIAL MEDIA BLUEPRINT: BRAND BUILDING, CONTENT CREATION, AND INFLUENCER MARKETING”