Client Overview

Ambience on Burleigh Beach is a premium beachfront apartment hotel on the Gold Coast, known for its spacious, self-contained accommodation and strong appeal to leisure travellers seeking a relaxed coastal stay.

Challenge

Ambience faced significant external disruption due to the construction of the Gold Coast Light Rail, which created:

1. Ongoing noise interruptions

2. Reduced guest appeal during key booking periods

3. Increased resistance at the point of conversion

This resulted in downward pressure on occupancy, creating a critical need to maintain booking volume during a period where many travellers were actively avoiding the area.

Our Strategy

The strategy focused on protecting and driving occupancy despite negative market conditions, through:

1. Repositioning Ambience as a value-driven beachfront escape

2. Targeting high-intent domestic travellers less sensitive to construction concerns

3. Strengthening direct booking pathways to reduce reliance on OTAs

4. Leveraging performance marketing to capture demand at the decision-making stage

Execution

• Launched targeted Google Ads campaigns focused on high-intent search terms

• Refined value offering to promote lifestyle-driven creatives and urgency-based offers

• Adjusted messaging to emphasise value, location, and apartment size, rather than external surroundings

• Implemented ongoing optimisation to maximise return during fluctuating demand

Results

• Achieved 2000% ROI on marketing spend

• Successfully maintained and stabilised occupancy during a highly disruptive period

• Increased efficiency of direct booking acquisition despite market resistance

• Demonstrated the ability to drive demand even under adverse external conditions

Key Takeaways

Ambience’s campaign proved that even in challenging market conditions, a targeted and performance-driven strategy can sustain occupancy, protect revenue, and outperform expectations.