Unterschwarzachhof

A performance strategyfor premium tourism

How Unterschwarzachhof uses social media as a measurable sales channel thereby generating more qualified enquiries and direct bookings.

Social Paid Campaigning
Tourism
Online Sales

+348%
more qualified enquiries
+243%
increase in direct bookings

Problem

Social media was present, but had not yet realised its sales potential

Unterschwarzach GmbH brings together three tourism offerings in Hinterglemm: Unterschwarzachhof, a 4-star superior hotel directly on the slopes; Schmiedalm, an exclusive luxury chalet in a secluded location; and Schwarzacher, an event venue with indoor-outdoor flair. The brands had a strong identity and were already present on social media.

However, the campaigns had not yet consistently focused on measurable sales results. As a result, potential for bookings and qualified enquiries remained untapped. In premium tourism in particular, content needs to spark interest while also triggering the next step: an enquiry or a direct booking.

The objective was clear: social media needed to contribute more strongly to bookings, enquiries and the retention of relevant target groups in the premium segment. This required a clear performance logic, suitable creatives and ongoing optimisation over a period of one year.

Strategy

Social media needs to sell, not just look good

The key lever lay in combining high-quality brand presentation with a personal touch. That is why we developed a two-pronged ad creative strategy: premium creatives showcase the quality and atmosphere of the offerings, while UGC content makes specific holiday moments directly tangible.

This created an approach that covers different stages of the booking decision. High-quality footage generates attention and conveys the standard of the brand. Personal social content formats show what a stay actually feels like. Both levels were geared towards conversion and integrated into a data-driven funnel logic.

Implementation

Premium content meets real holiday moments

Premium creatives: High-quality FPV drone flights, detailed visuals and footage of the accommodation showcased the offerings emotionally and with conversion in mind.

UGC content in a social style: Personal insights into real holiday moments made the experience tangible. This included everyday life with animals and breakfast in the alpine pasture hut.

Social paid campaigning: Facebook and Instagram were used as paid channels to specifically reach potential travellers and guests ready to book.

Funnel logic: The campaigns led from relevant visibility to qualified enquiries and direct bookings. Delivery was continuously optimised based on the data.

Target group focus: The campaigns targeted the premium audience in Austria, Germany and beyond.

Business Impact

More demand and more direct bookings via social media

Over a period of one year, social media developed into a measurably more relevant sales channel for Unterschwarzach GmbH's offerings. The campaigns reached the premium target group with greater relevance and used the budget more efficiently through data-driven optimisation. The result: 348 % more qualified enquiries via social media and 243 % more direct bookings compared with the previous year's period. Both metrics were directly attributed to the paid social campaigns.

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