CASE STUDY
DoubleTree by Hilton Al Barsha
Complete Marketing & Social Media Strategy
YEAR
2022
DURATION
3-6 months
ROLE
Solo Marketing Lead
LOCATION
Al Barsha, Dubai
OVERVIEW
DoubleTree by Hilton Al Barsha is a 359-room hotel opposite the Mall of the Emirates in Dubai — a competitive, high-footfall location in one of the world's most crowded hospitality markets. I created the entire marketing and social media plan from scratch during a 3–6 month engagement before the hotel left the Hilton portfolio.
Visual assets from this project are unavailable as the hotel has since left the Hilton portfolio. The descriptions below represent the strategy and content framework I delivered.
KEY RESULTS
50K+
Monthly Views
Consistent monthly view count achieved
+2,377%
Total Reach
Massive increase in audience reach
6%
ROI
Return on targeted marketing activations
PROJECT DETAILS
Al Barsha, Dubai
Located directly opposite the Mall of the Emirates — home to Ski Dubai and one of the city's premier retail and dining destinations — the hotel sits in a highly competitive corridor alongside Dubai Internet City, Media City, and the Dubai Marina. The marketing challenge was cutting through the noise of a saturated luxury market while speaking to both leisure travellers and long-stay corporate guests.
Social Media Strategy
Dubai's hospitality market is one of the most competitive on social media — every hotel fights for the same travel audience. The strategy I built for DoubleTree Al Barsha focused on four content pillars that spoke distinctly to the hotel's mix of leisure guests, long-stay residents, and corporate travellers.
Monthly Planning Framework
The content calendar mapped out organic social posts, paid campaign windows, and promotional moments across each month — ensuring a consistent cadence that balanced brand content with commercial objectives.
Instagram Content Framework
Posts were designed to balance aspirational lifestyle content with clear calls to action — speaking to Dubai's diverse audience of tourists, expats, and business travellers in a market where visual quality is non-negotiable.
Advertising Plan
The paid media plan targeted three distinct audience segments across Meta and Google — each with its own objective, creative brief, and targeting parameters suited to Dubai's competitive hospitality advertising landscape.
CHALLENGES
- 1
Starting from zero with no existing marketing infrastructure or content library
- 2
Competing in Dubai's saturated luxury hospitality market against properties with larger teams
- 3
Cutting through the noise to reach both leisure travellers and long-stay corporate guests
SOLUTIONS
- 1
Built a comprehensive social media strategy with four distinct content pillars for different audience segments
- 2
Created a monthly planning framework balancing brand content with commercial objectives
- 3
Developed targeted paid media campaigns for three distinct audience segments across Meta and Google
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