What if PARKROYAL posted like this?
How a hotel group could sell a spa offer with the one view only it has
- Followers
- 13,000
- likes
- 3
- Followers per reaction
- 1 in 4,333
Before and after
Drag to see the difference.
Original by @parkroyalhotels, shown for commentary. 3 likes on 13,000 followers when checked.
What changed
Three changes, one post that works.
- 01
A view only this hotel has
The sky garden pool at Pickering replaces a spa photo that could be any hotel anywhere, and the property is named under it.
- 02
The offer as one number
25% is the biggest thing on the post after the headline. The loyalty frame became one line of small type above it.
- 03
Air around the photo
Cream margins, one serif line and the hotel's own logo, so the post looks like the hotel rather than a programme announcement.
The big idea. Name the hotel, show the garden that makes it famous, and turn the loyalty frame into one line of small type and one big number, 25%, so the offer is the easiest thing on the post to read.
Style tested, Quiet luxury. Calm frames with few or no people, where space and light do the selling.
The numbers
One reaction for every 4,333 followers.
3 likes on 13,000 followers is 0.023% of the people who already chose to follow PARKROYAL Hotels and Resorts. A post that lands usually hears back from about 1 in 100. That is the gap the remake is built to close, and it is the number a board understands without a chart.
Share of followers who reacted. The 1% line is a working rule of thumb for an account this size, not a promise.
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Made independently. PARKROYAL Hotels and Resorts is not a client. If you are the brand and want this changed or removed, email me.