Marketing

Case Study: How a Strategic Marketing Overhaul Revived Messina Inn’s Midweek and Weekend Business

Written by:

Cary Broussard

Jun 18, 2025

Independent hotels in secondary markets often face a unique challenge: how to expand their audience beyond niche segments while preserving their character. At Strategic Solution Partners, we tap into deep local insight and creative collaboration so hotel properties can find their next wave of growth. 

In this case study, Cary Broussard—SSP’s Marketing Industry Expert and Founder of Broussard Global Communications—shares how a six-month revitalization of the marketing plan for a hotel in the Texas Hill Country generated measurable increases in bookings, diversified revenue streams, and laid the foundation for long-term success.

The Revenue Challenge: 

Messina Inn of Wimberley, Texas, had primarily marketed itself as a wedding venue, which left shoulder seasons and midweek bookings consistently soft. While the property’s location on 13 acres was stunning, the rooms and public spaces had not undergone major updates in some time, and wedding bookings had gently tapered off since their peak in 2020–21. 

The inn’s manager sought to transform the business into a well-rounded, profitable hotel offering while maintaining wedding business.

The Marketing Strategy and Solution:

Cary and Broussard Global Communications implemented a comprehensive strategy with a focus on visibility, partnerships, and product enhancement:

1. Laying Operational Foundations for Growth

To ensure sustainable success, Cary and the Broussard Global team prioritized internal alignment and long-term planning. A 2024 focus group revealed clear guest expectations and guided the development of a comprehensive marketing and PR blueprint. From there, they built a strategic operating plan that outlined service standards, revenue goals, competitive benchmarking, and consistent guest experience delivery.

2. Reworking the Inn’s Digital Presence

Cary conducted a full SEO and digital branding audit. Broken links were repaired, visuals and keywords were optimized, guest reviews received more frequent responses, and new testimonials were published. These improvements lifted Google search rankings and reduced reliance on OTAs by increasing direct bookings.

3. Expanding Beyond Weddings

Cary launched seasonal and holiday room packages to diversify demand and attract leisure travelers during shoulder seasons. This included tailored promotions that highlighted the Inn’s location and peaceful, natural setting—an ideal draw for solo travelers, couples, board meetings, and small groups seeking relaxation such as yoga, meditation, and hiking in Hill Country.

4. Building Local Alliances

First-time partnerships were developed with local wineries, breweries, and restaurants. These alliances were featured in curated packages and promoted via the Inn’s website, social channels, and press outreach. A legacy holiday event, The Treasure Hunt, was launched to showcase the unique beauty of the property’s 13-acre creekside location, generating buzz both locally and regionally.

5. Introducing LinkedIn and Corporate Outreach

A new LinkedIn profile was established to connect with potential clients for group business and corporate retreats. This added a crucial channel for attracting weekday traffic and expanding the Inn’s audience beyond weddings and leisure travel.

The team also identified a robust list of short- and long-term opportunities to position Messina Inn as a year-round destination:

  • Designed a Revenue Roadmap: A detailed business and revenue management plan including budgeting, benchmarking, sales call scripting, and implementation timelines.
  • Enhanced On-Property Experience: Proposed hardscape design upgrades, a Restorative Nature Walk, and a planned coffee shop tied to the trail to create a compelling wellness-driven guest journey.
  • Deepened Community Integration: Recommended participating in the Visit Wimberley Hotel Tax Opt-In, boosting visibility and potential tourism funding.
  • Staffing & Talent Development: Highlighted the need to expand and train qualified staff to support growing demand and maintain service quality.
  • Built a Multi-Channel Marketing Strategy: Focused on PR, digital ads, social media, and sales strategies to support weddings, weekend getaways, midweek stays, and group retreats—anchored by the future development of a loyalty program.
  • Established a Voice-of-Customer Feedback Loop: Leveraged in-room comment cards, surveys, and online media targeting to continually refine messaging and service offerings.
  • Strengthened Market Presence: Outlined high-profile promotions in key feeder markets, as well as increased owner participation in community and industry events to enhance the property’s brand presence.
  • Long-Term Cultural Alignment: Continued to build alliances with local businesses to enrich the guest experience and solidify the Inn’s community roots.

These strategic steps laid the groundwork for a thriving, guest-centered operation and provided a scalable framework to grow revenue and reputation year after year.

The Results: A Revitalized Brand with Proven ROI

Through smart strategy and consistent implementation, Messina Inn achieved tangible success in just six months:

  • Wedding Business Doubled year-over-year (2025 vs. 2024).
  • Weekend Bookings Increased by 20% and midweek business by 10% over the same period in 2024.
  • Direct Bookings Increased: Reduced reliance on OTAs thanks to improved SEO, website performance, and social media.
  • Event Created with High PR and Guest Experience Impact: The Treasure Hunt holiday event deepened local engagement and celebrated the property’s natural beauty.
  • Corporate Growth Potential Unlocked: The LinkedIn presence strengthened alliances for new group business.
  • Rewards and Recognition: Voted local winner of Best Boutique Hotel.

Ready to discover untapped potential at your independent property? Get in touch with our experts today.

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