The Healthy Digital

Case study · 2023

Alina Wellness Retreats: from “everyone” to three people worth writing for

Alina Wellness Retreats, founded by Alina Luneva, runs wellness, art and cultural retreats in North Devon for groups of eight to twenty-five, with plans for retreats in Spain, Turkey and Montenegro.

  • ClientAlina Wellness Retreats
  • WhereNorth Devon, England
  • Year2023
  • ScopeBrand awareness strategy, Buyer profiles, Channel plan

The challenge

The owner had a lot of retreat ideas and an audience of "everyone": families, couples, solo travellers, companies looking for team retreats. Each of them looks for a retreat in a different place and decides on different things, so one message for all of them reaches none of them well.

The plan also needed a written definition of a good season. Without one, there is no way to tell whether the marketing is working.

What we did

  1. Mapped the offerA marketing-mix workbook: the lines (solo, groups, corporate, start-up and workations, plus art therapy), what each includes, price position, where it runs and how people book.
  2. Wrote three buyer profilesFamilies with children, couples, and women looking for art and wellbeing retreats. Each with how they search, what they pay attention to and what makes them book.
  3. Ranked the channelsWhere each profile actually looks: Facebook, YouTube, Instagram and LinkedIn in that order, plus Google Maps, TripAdvisor and retreat listing sites such as BookRetreats. Effort goes to the top of that list first.
  4. Designed the booking pathA short Zoom call before booking and a group chat once booked, because a retreat is bought on trust in the host.
  5. Set a seasonal targetA retreat calendar for the year, so success is a number of retreats filled per season, not a feeling.
  6. Built the feedback loopEnquiry form on the website, email and a group chat, so every question from a guest becomes input for the next season.
The seasonal retreat targetWinter: 3 weekend retreats. Spring: 4 weekend retreats, or 4 to 5 one-day retreats. Summer: 3 seven-day retreats and 3 weekend retreats. Autumn: 4 two-day retreats.WinterSpringSummerAutumnseven-day retreatweekend or two-dayTarget set by the strategy, not a result
The seasonal target the strategy set.

Result

A written strategy the owner could run: one offer map, three buyer profiles and a seasonal target.

How it was measured. The deliverable was the strategy itself. Booking figures from after the strategy were not recorded with this studio, so no booking result is claimed.

  • The seasonal plan is the target the strategy set, not a result it achieved.
  • Retreats sell on trust and on the experience itself. No marketing plan can promise a full house, and this page does not.

Named with the client’s permission.

Want to know where your practice stands?

The free check reads what a patient, a search engine and an AI assistant can already find about you.

Run the free check

Free check · findings by email within one working day

What does AI say about your practice?

  1. 1 Tell me what a patient would search for, and where.
  2. 2 An AI assistant searches the live web and answers, as a patient would see it.
  3. 3 I read the result and email you the findings, with what they mean.

The search it will run

Your name, email and practice go to the studio so the findings can be sent. Nothing else, never sold, never used for advertising. How data is handled.

This is one question. The full check asks a fixed list of 25, across four assistants, and records every answer word for word. We go through it on the call.

Next case study