Nestled between the jungle and the Caribbean Sea is the Papaya Playa Project in Tulum, Mexico. The resort offers guests tons of amenities, from early morning meditation to evening entertainment. But some of this resort’s most alluring offerings are the 73 cabanas, casitas and villas with oceanfront views.
So, why wasn’t the resort seeing revenue flow in?
Amanda Hernandez, the Revenue Manager, decided to investigate. Working with her Expedia Group Market Manager, they noticed guests were staying more often in the lower-priced rooms, so while their booking rate looked healthy, the average daily rate (ADR) was declining.
That prompted them to review the resort’s competitor set, where they discovered their Content score was 70%.
When travelers are looking for a place to stay, they rely on amenities and photos to find the right fit. Content score helps a property ensure their listing is complete. What Amanda found was her listing had fewer photos — and fewer reservations — for rooms like the Casita Jungle with Pool, which had no ocean views.
With luxury hotels dotting the Caribbean shoreline, Amanda knew she needed to boost the visibility of the property’s more luxurious rooms.