We transformed three safari tents in the Texas Hill Country into a social media powerhouse with over 21,000,000 views.
One video alone hit 5.5 million views.
Even better: we also boosted their revenue by 68% in just twelve months.
A few weeks ago, I wrote about the importance of combining revenue management with social media strategy. At Spoon Mountain, one of our first clients, we put this approach into practice...
And we couldn’t be more thrilled with the results.
Let me share what we learned along the way–the testing process, the key insight, and how we turned social media success into revenue growth.
First, the good stuff.
Our results at Spoon Mountain, both on the social media and revenue management front, have been amazing.
Here’s a peek at what we have achieved so far:
- Grew followers from 32,000 to 99,000+ followers
- 21,000,000+ total views across all content
- Multiple viral hits (5.5M, 2.1M, 2M, 1.7M views)
- 8x increase in new accounts reached
- 82% average monthly direct booking rate
- 68% revenue increase within one year
But how exactly did we get there?
We met the owners of Spoon Mountain, Ken & Yvette, right after launching Oasi.
They had an absolute dream property for social media: three safari tents nestled in the Texas Hill Country. Breathtaking sunset views. A dedicated spa tent. Cozy fire pit. And eventually, private pools in every tent.
Plus, they're located in Wimberley, a quaint town filled with dining options, shopping, and numerous outdoor activities.
You can actually spot one of their tents from Onera Wimberley. They're just down the road.
When they came to us, their goal was simple:
Attract more high-value bookings through social media by targeting couples in Central Texas.
They already had an incredible product–they just needed help building awareness and attracting the right guests.
Early on, it was all about testing.
We were eager to recreate what we'd achieved with Onera. We wanted to prove our theory that social media could be the biggest booking driver for hotels.
We sent our videography team (which was much smaller then–just one videographer) to capture initial footage using our proven techniques optimized for social, and we began testing.
We tested everything:
- Different editing styles
- Various on-screen text approaches
- New storytelling structures
The results were underwhelming. Most videos averaged under 20,000 views.
But patterns started emerging:
When we mentioned "Texas" in the hook, views increased.
When we clearly signaled this was a bookable getaway with phrases like "couples getaway" or "safari tent getaway," engagement improved.
Interesting insights, but they hadn't fully "clicked" yet.
A few videos later… we got it.
The breakthrough happened with a ridiculously simple hook:
"Couple's safari tents, Texas Hill Country."
That video hit over 100,000 views (now 180,000+).
So we tried it again. That second video has now reached 1.3 million+ views.
Why did something so simple work so powerfully? Understanding this became a core principle in our content strategy...
Instagram is flooded with content. Just "looking pretty" isn't enough to stop a viewer from scrolling.
Legacy brands like Four Seasons have already proven this doesn’t work. Their gorgeous, highly cinematic content consistently gets less than 10,000 views.
Our hook worked because it acted as a "mirror" for our target audience.
Picture someone in Austin scrolling through Instagram. They see "Couples safari tents in Texas Hill Country" and instantly think: "Hey, I'm in Texas. I could take my partner there this weekend!"
It immediately communicated two critical things:
- The LOCATION (Texas Hill Country)
- That this was a BOOKABLE experience (for couples)
They stop scrolling. They watch. They share it with their partners or friends.
Then as engagement increases, Instagram's algorithm takes notice and starts recommending the content to more people in Central Texas and the views snowball from there.
The key takeaway: clearly identify your ideal guests in your content and make it obvious that your experience is created specifically for them.
We went all-in on this strategy, and the results were immediate.
Views started consistently hitting 200-300K+, with numerous videos reaching millions.
This is where our revenue management strategy came into play…
As posts gained traction shortly after publishing, we would strategically increase prices to capture higher booking values during these periods of heightened demand.
This revenue management strategy, when combined with social virality helped us boost revenue at Spoon Mountain 68% in year one.
We're now continuing to refine this proven approach while layering in new content styles. Month after month, the results at Spoon Mountain keep validating our strategy.
Spoon Mountain exemplifies what happens when social media & revenue management work in perfect harmony–21M+ views, 98k+ followers, and a 68% revenue increase.
We couldn't be more thrilled with the results so far. And we're incredibly grateful to Ken and Yvette for their patience during those early testing phases, allowing us to discover what's now become a cornerstone of our approach.
___________________
Exciting news for your hotel!
We’ve expanded the Oasi team to bring you the same strategies and expertise that fueled Onera & Spoon Mountain’s success.
From boosting your social media presence and marketing strategies, to optimizing pricing and offering full-service property management, we’re ready to help your property attract the Modern Traveler and maximize your returns.
Fill out an inquiry here and let’s explore how we can work together.
See you guys next week!
-Ben Wolff
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📸 Looking to Learn More? Check Out My Daily Content on Instagram
🎥 Check Out My Episode on The Rich Somers Report on Giving Modern Travelers An Experience & Strategies That Led to Onera’s Success
🎥 Check Out My Roundtable with Isaac French, Zach Busekrus and Nick Purslow on the Future of Unique Hospitality
Ben Wolff
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