Women Leading Travel & Hospitality’s recently published research report, An Experience to Remember: Experiential Marketing’s Growing Role in Cultivating Loyal Travel Customers, featured case studies that illustrate the power of experiential marketing in both acquiring travel customers and then converting them into brand loyalists.

Below is an excerpt from the report featuring a case study on how Hard Rock Hotel Riviera Maya partnered with Alliance Connection to successfully leverage experiential marketing to not only meet but exceed its goal of attracting more families to its resort location.

In an effort to differentiate itself from the competition in the popular tourist destination, Hard Rock Hotel Riviera Maya was keen on integrating a brand experience that resonated with guests of all ages while tapping into the synergies of music and gaming. Alliance Connection secured a gaming partnership with HyperX, the choice gaming equipment provider of pro gamers, to launch a first-of-its-kind gaming lounge at Hard Rock Hotel Riviera Maya.

The marketing partnership launched in December 2021. Targeting gamers of all ages, gaming was brought to life at the resort through events, tournaments, and a dedicated space to host special appearances. Travel invitations were extended to the gaming industry’s best of the best, including HyperX personalities and influencers from around the globe.

The introduction of a dedicated gaming lounge has been a clear win for Hard Rock Hotel Riviera Maya. Since its opening, the gaming lounge has generated more than 10,500 bookings and nearly $187,000 in ancillary revenue, with the average user spending two hours per session gaming.

For more insights on this topic, including the impact of experiential marketing’s growing role in the travel and hospitality sector, download the full report today.