YONA is the world’s first floating beach club, a one-of-a-kind leisure destination located off the coast of Phuket, Thailand. Offering day passes, private cabanas, infinity pools, and fine dining, the state-of-the-art venue attracts international tourists and luxury travellers seeking a truly unforgettable experience.
YONA has positioned itself as a must-visit attraction in Phuket’s competitive luxury market.
During Phuket’s demanding high season, YONA needed to make sure every marketing dollar was driving maximum impact. While the venue had broad appeal, the critical challenge was to identify which specific audience segment would deliver the highest return on ad spend (ROAS) and drive consistent, high-value bookings in a crowded and competitive environment.
Their core challenges included:
The objective was clear: drive measurable booking growth through precision-targeted digital advertising. We implemented a disciplined, data-driven strategy on Meta (Facebook & Instagram), designed to test our assumptions and let the results guide our investment.
Our approach was built on systematic A/B testing:
We identified three distinct audience groups to test:
Each audience received unique ad creatives and messaging designed to resonate with their specific motivations, from high-energy party visuals to serene, aspirational luxury scenes.
We allocated equal budgets to each segment for a fair test, continuously monitoring performance to identify the clear winner. While Meta ads focused on finding this audience, our Google Ads campaigns captured high-intent travellers already searching for experiences in Phuket, which gave us full-funnel coverage.
The primary obstacle was the uncertainty of where to invest. A wrong guess would mean wasted ad spend and missed opportunities during the critical high season. Our structured testing completely removed the guesswork, replacing it with clear, actionable data.
The performance results were unequivocal:
Armed with this definitive insight, we strategically reallocated the budget to focus heavily on the high-performing luxury audience. This decision led to a significant lift in direct bookings and transformed the campaign’s overall efficiency, proving that precision targeting was the key to unlocking growth.
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