Ultima Collection, an award-winning, ultra-luxury collection of private residences, villas and spas, has experienced a surge in bookings with high-net-worth individuals as they choose to seclude themselves in Ultima’s exclusive locations across Europe.
At Ultima Gstaad in Switzerland, the hotel extended its winter season to accommodate the rise in demand.
After launching two new properties in 2020 and preparing for the launch of Ultima Courchevel Belvédère for the upcoming ski season, Ultima Collection has recently appointed group marketing director Ricardo Gato, who has a wealth of experience marketing luxury travel brands such as Cookson Adventures and NetJets, leading both brands with their growth worldwide.
At such a crucial time for travel brands to thrive, Ultima Collection has also appointed leading digital performance agency Roast to drive online sales.
Roast is optimizing end-to-end user journeys through PPC and SEO activity, building engagement and exposure alongside PR activity to drive quality leads for the company.
John Barham, managing director at Roast, explained: “An integrated search strategy is vital for travel brands; the SERPs are very competitive and it is important for travel brands to be able to react and change their search presence quickly to ensure consumers are kept up to date and all inventory is booked.
“We are still in a period of relative uncertainty due to Covid restrictions, so being visible while consumers are ‘dreaming’ and researching a potential trip, as well as having a strong search acquisition strategy, sets brands up for being the selected travel provider when the booking is made.”
Gato added: “Having previously worked with Roast with other travel clients, I know its strategy and positive attitude is second to none. We target a niche HNW demographic at Ultima Collection, but also have the perfect product for travellers looking to explore in isolation and complete discretion.
“Roast understood that and intricately built a digital marketing strategy that found the people we wanted to find in a way that suited our brand.
“Travel has always been about escapism and feel-good moments. It’s been a tough time for the industry, but now is the time to make sure you have the right partners to see you continue to come out of it positively.”
During lockdown the brand also dedicated a large amount of focus on brand partnerships with other luxury travel providers to elevate its guests’ experience.
Ultima Collection has also built and launched a new website, which aims to emulate the level of luxury experience customers can expect from their booking. This new agency appointment is just the start of what will be an exciting period for Ultima Collection.