It’s as simple as the title sounds. A little attention to detail and aggressive marketing strategies have turned the Santa Maria Suites slow revenue growth around even in a challenging economic environment. FORBES HAMILTON MANAGEMENT Co. partnered with the Key West condo-hotel’s developer in January 2008. Together, the two teams have made significant changes in all areas of the hotel’s operation and marketing strategies, which have fueled the momentum the property is now enjoying. 

A general manager was hand picked from our pool of experienced hospitality industry professionals.   The Santa Maria staff’s mission was to exceed the guest’s expectations during every aspect of their stay.  Procedures such as calling the guest prior to arrival to inform them of the activities available on the island and to help make arrangements for excursions or to have their suites stocked with favorite treats were implemented. Well trained and experienced guest service agents were hired to staff   guest registration. Turn down service was initiated to include chocolates at bedtime and freshly baked muffins for the morning so our guests have a light breakfast available.

We recognized that the hotel cannot rely on the lure of Key West alone to attract business to the property.  Although the internet has made marketing an independent hotel considerably easier than in years past, it is necessary to include all forms of media directed to specific markets and feeder cities/regions to ensure success. The owners understood the importance of investing in sound marketing strategies to help grow the business.  An aggressive marketing plan was developed for the property which, in addition to a comprehensive internet marketing campaign with a brand new website includes GDS advertising, direct mail, print, development of collateral and direct sales activities.  Evolve Advertising was hired to develop an identity for the property helping to establish a position for the resort in our target markets frame of mind.  Not only was it necessary to introduce the resort to the travelers – it was necessary to introduce the property to the local community.  The residents of Key West including those involved in local tourism needed to know who we are and what the Santa Maria has to offer.

Finally, Forbes Hamilton’s corporate revenue management team has ensured that we are taking advantage of all distribution channels and that the Santa Maria’s rates are positioned competitively with in the market.  Employing of a variety of distribution channels provides awareness and accessibility for travelers from around the world. 

Forbes Hamilton relies on our human resources along with available technology and expertise our team members possess to support the assets our clients have hired us to manage.  This formula is what we have grown our business on and is what has fueled the growth the Santa Maria is experiencing.

About Forbes Hamilton Management Company-

Established in 1986 in Orlando, Fla., Forbes Hamilton Management Company is a resort and hotel management company which provides a totally integrated approach to hotel development and management. Our management portfolio consists of resorts and hotels which were either existing hotels that required renovations and re-positioning or new construction properties in which Forbes Hamilton provided pre-opening development and on-going hotel management.