Adrian Awards Profile: At Home With Baha Mar

The 2021 Adrian Awards close soon! Take some inspiration from one of last year’s honorees –Baha Mar. Submit your entry for the 2021 Adrian Awards by Dec. 20, 2021.

For the 2020 Adrian Awards program, HSMAI introduced four new focus categories to recognize the resilience that the industry demonstrated in response to COVID: corporate social responsibility, crisis communications and management, recovery strategies, and talent and leadership development. In Hospitality Successes During the Pandemic Year, a new HSMAI Special Report, we profile all of the Best Practice Gold winners in these four categories — including Baha Mar, which was honored for Recovery Strategies.

BACKGROUND: As COVID-19 brought the travel industry to a halt, Baha Mar shifted course. While closed to guests, the resort complex in the Bahamas created and shared At Home With Baha Mar, a series of brand-amplifying virtual experiences bringing its chefs, mixologists, spa therapies, children’s activities, and more into guests’ homes, from recipes for hands-on gourmet meals, to game ideas, to wellness ideas. Based on the success of the first At Home series, the resort created At Home With Baha Mar: Mother’s Day Edition in May 2020, which featured an exclusive recipe from celebrity chef Marcus Samuelsson, meditation and yoga tips for the entire family, card games, and ideas for personalized Mother’s Day cards featuring Bahamian animals.

RESULTS: Baha Mar shared At Home With Baha Mar kits via direct emails to its database of past and potential guests, via social media channels, and through travel, lifestyle, and trade media — with open and clickthrough rates that were significantly higher than industry averages. Additionally, guests forwarded the kits to more than 1,000 new contacts, attracting new audiences for Baha Mar. Via social media, the Mother’s Day program reached more than 8,000 users, and thanks to strong press coverage, At Home With Baha Mar generated more than 1.4 million media impressions.

Categories: Marketing
Insight Type: Articles