Selina Hospitality
Selina Hospitality is a long term project aimed at improving brand awareness and guest experience through marketing and community initiatives. The project is specifically focused on advocating for the digital nomad customer, to enhance their experiences and foster a sense of community.
PROJECT CATEGORIES
Digital Communications, Social Media, Product Management, Hospitality Consulting, Community Building,
DATES
January 2022 - July 2024
LOCATION
Global with an emphasis in LATAM.
Goals: Help digital nomads feel at home, extend travel duration, and connect with other guests.
Challenges:
Selina Hospitality faced the challenge of integrating digital nomads with other guest types.
Improving communication and community engagement across diverse and geographically spread-out locations.
Strategies and Initiatives:
Global Impact: Managed a team of 20+ community residents across global locations.
Weekly Events: Residents organized 3+ events per week, fostering over 15,000 global networking opportunities annually.
Best Practices: Developed standardized guidelines for communication and engagement, focusing on coworking space requirements, community vibe, amenities and services to enhance experiences and profitability.
Results:
Improved Satisfaction: Thousands of digital nomads felt more at home and connected.
Extended Stays: Increased length of stay and repeat visits among digital nomads.
Part 1: Enhancing the Digital Nomad Experience
Goal: Boost social media presence and community engagement.
Challenges: Halfway through the contract Selina lost access to their library of content meaning we had to improvise with what we could find or commission. Growth also needed to be 100% organic and we could only offer stays or tokens to creators/influencers.
Content Creation: Created and managed hundreds of short-form UGC-style videos, significantly increasing the reach of the @SelinaCoLive Instagram account.
Influencer Strategy: Targeted and collaborated with over 50 micro-influencers, each with engagement rates exceeding 8%. Developed strategies to encourage guests to create and share their own content collaboratively with the SelinaCoLive account.
Notable Campaigns:
@DaisyTravelDiaries: A month-long collaboration starting with less than 8K followers, resulting in weekly reels from her travels in Colombia. Her account grew to 121K followers, with the best video garnering 23K views and 95 saves.
@LeniGruber and Hello.Overlap Giveaway: Organized a giveaway campaign offering a week of Selina CoLive coliving. The campaign achieved 43.5K views, 457 entries, and 53 saves.
@KyleFromInsta Campaign: Collaborated with KyleFromInsta (122K followers) on a video campaign about the digital nomad experience in Mexico City, which reached 50K+ views, boosting brand awareness and bookings.
Overall Social Media Impact:
Content Reach: Created hundreds of videos with a total reach of over 500K views.
Engagement: Increased average engagement rate by 300%.
Follower Growth: Achieved 127% growth in followers, all organic.
