Get to Know Us
Welcome to Elysian Lux Hotel, where elegance meets modern sophistication in the vibrant heart of Melbourne’s Central Business District. Designed for discerning travelers, Elysian Lux offers panoramic views, luxurious suites, and personalized service tailored for business, leisure, and special occasions.
Accommodations
Experiences
Lodging
Find Your Ideal Room
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Deluxe Rooms
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Executive Suites
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Penthouse Suites
(All with city skyline, Yarra River, or Royal Botanic Gardens views)
Dining
Indulge Your Senses
Savor a symphony of flavors at our gourmet dining venues. Let us handle the details to ensure you experience culinary excellence and unparalleled dining satisfaction.
Location
In the vibrant heart of CBD
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Close to Collins Street luxury shopping, Federation Square, theatres, galleries, Crown Casino, and Southbank
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Easy transit access: trams, trains, airport transfers
Events
Create Unforgettable Moments
Elevate your gatherings with our unmatched event spaces and expert event planning services. Let us help you craft extraordinary experiences and lasting memories.
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Fully equipped business center with meeting rooms & concierge
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Elegant ballroom and event spaces with AV equipment
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High-speed Wi-Fi in all rooms and venues
Customer
Personas
of
Elysian
Lux
Hotel
Situation - SWOT Analysis
Objectives
Grow Website Traffic
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Specific: Drive more users to the new SEO-optimized landing page.
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Measurable: Increase web traffic by 60%.
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Achievable: Leveraging SEO, performance tracking, and compelling social media content.
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Relevant: Web traffic is essential to generate leads and bookings.
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Time-bound: Measure progress weekly.
Increase Mid-Week Suite Bookings
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Specific: Boost bookings for mid-week stays through targeted content and advertising.
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Measurable: Achieve a 25% increase in bookings.
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Achievable: Supported by a $5,300 budget, influencer collaborations, and Facebook ad campaigns.
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Relevant: Aligns with business growth goals for underbooked periods.
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Time-bound: Achieve by the end of Week 4.
Boost Social Media Engagement
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Specific: Enhance interaction with Instagram and Facebook posts.
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Measurable: Achieve a 7%+ engagement rate (likes, shares, saves).
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Achievable: Supported by quality content, reels and collaborations.
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Relevant: Engagement drives visibility and trust.
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Time-bound: Track every two week
Strategy - How do we get there?
Focus on affluent international and business/leisure travelers. Position as a quiet, elegant city retreat offering wellness, personalized digital services, and cultural access.
Segmentation
Four types:
Business + leisure
Affluent international
Affluent domestic
Event-base guest
Targeting Focus
Affluent international travelers:
- Use Instagram and website ads to reach older international women visiting their children.
- Content will highlight comfort, service, and nearby cultural experiences.
*This supports our SMART goal to increase website traffic by 60%.
Business + leisure travelers:
- Use LinkedIn ads and Facebook retargeting to promote mid-week suite deals with fast check-in and quiet rooms for work and rest.
*This supports our SMART goal to boost weekday bookings by 25%.
*This selective focus helps use our limited $5,300 budget wisely.
Positioning Statement
We position Elysian Lux Hotel as a quiet and elegant city retreat that offers:
- Spacious suites for longer, more comfortable stays
- Wellness, privacy, and personalized digital service (e.g. mobile check-in, smart room)
- Easy access to art, shopping, and events in Melbourne CBD
“A peaceful place in the city for global and local travelers who value time, beauty, and ease.”
TACTICS - HOW EXACTLY DO WE GET THERE?
7Ps
Summary
Product
• Focused on peaceful, premium experience for business + leisure travelers.
• Promotes culture, wellness and relaxation for affluent international guests.
• Matches the needs of domestic guests who want short luxury breaks.
Price
• “Stay 2 mid-week nights, get $50 spa credit” – value-added, not discount.
• Special codes only on website to encourage direct bookings.
• Pricing reflects brand positioning for all affluent segments.
Place
• SEO landing page on official website (with tracking and codes)
• Instagram + Facebook ads (linked directly to website)
• Influencer stories and short videos to reach international & event-based guests.
Promotion
• Instagram Reels, carousel posts, and influencer story to showcase “mid-week luxury reset”.
• Press release to local media + collaboration with a local art gallery or wellness brand.
• Reach out to media for possible features on the hotel’s green efforts and local collaborations.
Physical Evidence
• Professional photos of suites, spa, and skyline for affluent market
• Guest reviews shown in landing page to reassure international travelers.
• Multi-language support icons and clear UX to help all markets feel welcome.
Process
• Mobile-first booking page with fast 3-click process.
• Multi-language interface (English, Chinese, Japanese, Korean, Indian) for international guests.
• Simple redemption steps explained visually (less reading, more action).
People
• Content creators and influencers selected to match each persona.
• Support from multilingual staff in social replies and campaign responses.
• Photography and video team trained in luxury branding and visual storytelling.
ACTION PLAN - WHAT IS OUR PLAN ?
Control - Did we get there ?
Weekly KPI monitoring: bookings, traffic, engagement rates; ROI analysis after campaign end.
Goal
KPI
Tool
Frequency
Mid-week suite bookings +25%
Web traffic +60%
Engagement rate 7%+
Influencer ROI
Campaign ROI 5:1
Booking reports
Page sessions, bounce rate
Likes, shares, saves
10K+ reach, 200+ saves
Revenue vs Spend
PMS
Google Analytics
Meta Insights
IG metrics, UTM links
Internal report
Weekly
Weekly
Bi-weekly
End of Week 4
Campaign end
DM
MEDIA
Company Website mock-up
Using a company website in social media marketing is essential because it serves as the central hub where you control the content, track detailed analytics, and drive conversions such as bookings or sales. Unlike social platforms, your website offers long-term visibility through SEO, builds brand trust and credibility, and allows for integrated marketing tools like email sign-ups and retargeting (Obednikovska et al., 2019). While social media attracts attention, the website is where you turn that interest into measurable results, making it a critical component of any effective digital marketing strategy.
Why choose Instagram mock-up ?
A report highlights that Instagram influencer marketing can significantly boost a hotel’s brand awareness, website traffic, and direct bookings — especially effective in attracting Millennial and Gen Z travelers (Sailtech, 2022).
Youtube reel
mockup
For luxury hotel marketing, it serves as a powerful video content that communicates the emotional desire of the experience – that is a key factor for reaching affluent yet time-poor travelers. It’s a way for potential guests to sense the atmosphere — quiet luxury, check-in ease, curated comfort — rather than just read about it. Video also raises engagement and shareability even further. And, not only does it tell viewers the special things about the hotel in less than 60 seconds, it does so in an efficient manner that appeals to those who is the hotel and means they can speak about it fluently. The presence of video on landing pages has been known to double conversion rates, as it engenders trust and demonstrates discernment
Group Task
Allocation
For this assignment, we divided the work using the SOSTAC Framework. However, since each part of the framework needs to connect and align with the others, strong communication and mutual understanding of each member’s SWOT analysis, strategy, and tactics were essential. Tracking each other’s progress and checking in to ensure that everyone clearly understood their tasks played a key role in completing the assignment successfully.
Thyme
One of the main challenges I experienced was time management, as balancing this project with other commitments made it difficult to meet deadlines consistently. However, as a group, we communicated effectively through shared documents and chat, which helped us stay aligned. When problems came up, we discussed them openly and reassigned tasks when necessary. Overall, our collaboration was strong, and we were able to complete the project with shared effort and problem-solving.
Khanh
Our group project was a team effort and nothing short of productive! Everyone had their positive input and things got allocated by what you were good at. Communication was great and we met deadlines thoroughly. They had some differences, of course — but they found an open-minded consensus, and a united product. In general it helped our project management and teamwork.
Jane Phan
Collaborating with our group on this assessment was highly productive. While I focused on creating an intuitive layout and visually engaging design, they provided excellent content that made our site informative. The difficult thing is I have to take long time for design the structure for the website and some tools are challenge for me.
Merry
Reference List
Chaffey, D., & Chadwick, F. E. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson UK.
Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2016). Digital and Social Media Marketing. Routledge. https://doi.org/10.4324/9781315688763
Heni Andrag. (2023, December 11). Multilingual Customer Service: Key to Global Success in the Hotel Industry. Tyme Global. https://www.tymeglobal.com/multilingual-customer-service-key-to-global-success-in-the-hotel-industry/
Obednikovska, S., KOSTA, S., & EMILIJA, M. (2019). Web site–basic internet marketing strategy tool of digital companies. Annals of the „Constantin Brâncuşi” University of Târgu Jiu, Economy Series,, (3/2019), (pp. 82–91).
Portrait of successful asian businessman standing with arms crossed standing in front of modern office buildings | premium photo. (2021). Freepik. https://www.freepik.com/premium-photo/portrait-successful-asian-businessman-standing-with-arms-crossed-standing-front-modern-office-buildings_13541882.htm
Sailtech. (2022). Influencer Marketing for Hotels: How to Leverage Instagram for Maximum Impact. https://www.sailtech.ai/post/instagram-influencer-marketing-for-hotels
Sharrock, R. (2024, May 17). A Guide to SOSTAC | Master Strategic Marketing Planning | Sood News. Sood.
https://sood.agency/a-guide-to-sostac/#elementor-toc__heading-anchor-0
Study Mebourne. (2025, May 23). Top charts and insights into Victoria’s international education sector. https://studymelbourne.vic.gov.au/industry/top-charts-and-insights?utm_source
Get in Touch
For inquiries or assistance, feel free to reach out to us. We are dedicated to ensuring your experience at The Opulent is seamless and extraordinary.