Hotel Andaluz Case Study

Challenge – Hotel Andaluz, the completely remodeled, newly opened and former La Posada de Albuquerque Hotel, had been an abandoned and closed property for five years. Our challenge was to create buzz, generate traffic in the restaurant and nightclub and to fill the newly renovated Hotel Andaluz with lodging guests.

Strategy/Tactics – Target high-income guests from the 600-mile drive circle for the initial push.

• Write and disseminate monthly news releases locally, regionally and nationally
• Create e-brochures for general catering and events and one targeted to the wedding market
• Develop targeted event specific marketing pieces
• Social media
• Local and regional print and broadcast advertising

Evaluation/Results – The hotel average daily occupancy of 65 percent remains higher than the city’s average of 50 percent. All food and beverage goals were exceeded.