welcome your overstay?

A popular luxury hotel chain in Australia asked their agency, Naked, to help them generate revenue and maintain occupancy during the off season. Rather than come back with a clever marketing strategy, they came back with a MUCH bigger idea--a business strategy that would buck the norms of the hotel industry.

The idea was to allow people to overstay (for free) past checkout (because who the heck wants to pack up and head out by 11AM anyway?) for as long as the next person needed to check-in to that room... even if it was a week. A risky strategy to say the least, but it paid off in spades according to this case study.

Proof that sometimes the best marketing strategy is a new business strategy.