Industry: Hospitality | Hotels | Luxury Lodges

Focus: Business Development and Lead Generation | Residential Business Events

Project Duration: November 2022 to April 2024

Background:

Baillie Lodges - The Louise, nestled in the heart of Barossa Valley, South Australia, represents the pinnacle of luxury lodge accommodations. With 15 villa-style suites, The Louise offers an exclusive experience featuring all-inclusive packages such as pre-dinner drinks and canapés, a four-course dinner with matched wines, an in-suite bar, and an à la carte breakfast. The lodge also provides a unique meeting space for up to 30 guests suitable for intimate residential meetings and executive retreats. As part of the esteemed Luxury Lodges of Australia Portfolio, The Louise showcases unparalleled luxury, backstage pass experiences and a deep connection with the local culture, art, food, and wine.

Challenge:

The primary goal was to engage a specific target market, some of whom were already acquainted with the Baillie Lodge brand, while also capturing the interest of those less familiar, particularly in promoting smaller, residential meetings, leadership retreats, and events. The main focus was on increasing overall awareness through various strategies, including tailored property visits, educating Professional Conference Organisers (PCOs) about potential bookings, proposing itineraries to leadership teams, fostering collaborations and partnerships, nurturing relationships, and highlighting the exclusivity of the brand. Additionally, opportunities arose during the festive season and special events for private dining experiences and corporate celebrations.

The Louise, as the newest addition to the Baillie Lodges collection, required significant education efforts targeted not only at the local Adelaide market but also at the wider corporate and business events sector.

Engagement:

SJA Consultants collaborated with the Portfolio General Manager of Sales and Marketing and the Sales Manager for Groups and Events on a strategic approach. The project leveraged in-depth knowledge of the target markets and industry segments, with a particular emphasis on cultivating a qualified lead database through meticulous research and development.

Strategy & Execution:

Following our visit to The Louise, where we immersed ourselves into ‘The Louise’ experience - we onboarded the meeting facilities, stayed at the Lodge and were shown the most exquisite region-exclusive experiences. 

Our strategy was tailored to seek opportunities within the boutique market. This involved various initiatives such as: 

• Targeted follow-ups on existing engagements

• Extensive research and development on both new and existing prospects

• Focusing on ‘need’ periods and low season’s 

• Focusing on pipeline and forecasted base business 

• Outreach to Professional Conference Organisers (PCOs) 

• Appointment setting for the Sales Team

• Qualifying and coordinating site inspections and private dining experiences,

• Fostering awareness and education within the local Barossa Valley community

Our market research pinpointed specific openings for smaller residential meetings and executive retreats, highlighting The Louise's distinctiveness in the luxury lodge sector. SJA Consultants played a pivotal role in qualifying leads, collaborating closely with the Baillie Lodges Sales team to draft and present proposals and site inspection opportunities to ensure alignment with the lodge's standards of exclusivity.

Results to Date:

The collaboration has yielded significant achievements:

• Confirmed festive season and private dining experiences

• Successful organisation of residential retreats and meetings 

• Proposals and leads generated amounting to over $450k

• Base business pipeline and pre-qualified opportunities 

• Creation of a local footprint database and enhancement of historical data

• Engagement through personalised outreach, education and discussion

Summary:

The ongoing partnership with Baillie Lodges continues to evolve with discussions to extend collaboration to other properties within the portfolio. This effort aims to further increase enquiries, tap into the local footprint, and engage with historical data. The project reflects SJA Consultants' commitment to building and nurturing relationships over time, facilitating the re-education of the market about The Louise and introducing the property to both local and national audiences.

Testimonial:

“Working with SJA Consultants allows our sales team to be supported in their roles to scope new opportunities and source new leads where our business needs sit, and they deliver. We’ve found that Sarah and the SJA team can foster strong relationships through consistent telephone conversations and have a friendly and professional presence which allows our brand to be represented in the best possible light.”