Columbia Beach

Partnership

Since 2018, Columbia Beach in Pissouri Bay, Cyprus, has partnered with Journey to evolve from a standard digital presence into a sophisticated, multi-channel ecosystem. The goal was clear: reclaim brand control and transition into a digital leader in the luxury resort space.

Challenge

The team at Columbia Beach were looking to reduce its reliance on OTAs, including resolving issues with OTA and Direct price parity. There was also an opportunity to diversify the digital marketing channels and reach new audiences.

Approach

Our approach focused on rebalancing the channel mix and strengthening direct performance. Resolving price parity issues allowed us to shift the strategy away from OTA dependency and prioritise direct channels, all supported by a new website.

Stats

Direct revenue
+ 29 %
Organic revenue
+ 40 %
Google ad revenue
+ 110 %
Meta revenue
+ 280 %

Driving direct business

Strategic rebalancing

Our strategy focused on a total rebalancing of the channel mix. By resolving price issues first, we cleared the path to prioritise direct channels and to support them with a high-performance website and localised digital marketing campaigns.

Market Diversification: We moved beyond core audiences by testing and localising campaigns in new international markets.

Performance-Led Media: Increased investment in Meta and retargeting allowed the brand to capture demand more efficiently.

Direct Incentives: In local markets such as Cyprus, we focused on building brand awareness and offering exclusive direct-booking discounts.

Website

The next generation of Columbia Beach online

Building on a partnership that began in 2018, we collaborated with Columbia Beach to evolve their digital presence once again. As the resort refined its own identity, it was the perfect time for a fresh start to ensure its website fully aligned with these changes. We designed the new website to build on the foundation we had already built together, balancing high-end luxury aesthetics with sharpened commercial precision.

Luxury Positioning: The design uses a refined palette of creams and sands with elegant typography to evoke a premium feel.

Streamlined Navigation: We simplified the user journey by reducing redundant content and exploring linear navigation to improve usability across desktop and mobile.

Clarified Structure: The new site makes the distinction between the resort's different wings transparent for guests, while remaining under a single cohesive domain.

Future-Proofing: The architecture is built to scale, allowing for the easy addition of new villas or sections without requiring a full redesign.

Conversion Focus: Prominent "Book Now" features and clear book-direct incentives are integrated throughout to drive immediate action.

Digital Marketing

Scaling global demand

The strategy focused on expanding into new international markets where untapped demand was identified. This approach delivered strong performance gains across key regions, validating the effectiveness of targeted market testing and localisation.

Alongside international growth, activity in core markets was strengthened to drive more efficient conversions. In Cyprus, this included increasing brand awareness and promoting direct booking incentives such as exclusive discounts. Paid media played a central role in overall success, delivering substantial year-on-year growth. Google revenue increased by 110%, while Meta revenue grew by 280%, highlighting the impact of a focused, performance-driven approach. The introduction of campaigns centred around packages and offers alongside increased investment in retargeting improved efficiency, with video ads proving to be the most effective format for driving conversions.

Technology

Gifting as a revenue stream

Gift vouchers have become a key part of Columbia Beach’s direct revenue strategy, supporting a wide range of experiences, including day passes, dining, spa treatments, overnight stays, and gifts for special occasions.

Designed to be both flexible and premium, vouchers can be delivered instantly via email or collected physically, catering to both last-minute and planned purchases.

The digital experience plays a central role in driving performance. Emailed vouchers offer a luxury, branded journey that enhances perceived value and conversion, including:

- Animated voucher reveal

- Premium, branded design

- Option to record a personalised audio message

This elevated gifting experience not only aligns with the brand’s positioning but also encourages higher spend and engagement.

Total voucher sales
+ 100 %
Number of voucher orders
+ 29 %
Vouchers sold
+ 35 %

Don’t take our word for it

“I wanted to quickly share that the increase in transactions and revenue is just off the charts! Well done team!”
Review by Yohanna D’Elia Marketing Manager
Hope Street Hotel Hope Street Hotel
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