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Business Info

Business Name

Boardwalk Hotel Aruba

What does your company do?

We are a small hotel in Aruba. The hotel exits out of 13 "casitas", which are cottage style houses spread out in a gorgeous tropical garden. Guests love to stay with us because of the atmosphere, personal attention, tropical vibe, and opportunity to relax and enjoy!
The casitas are spacious (avg. 600 square feet) and come with a fully equipped kitchen, living room, dining area, separate bathroom and private patio with outside dining area, BBQ and hammock.
We distinguish ourselves from the rest of the large hotels on Aruba because of our small size, charming character and most importantly: our personal service. We go above and beyond to make every guest's stay unique and memorable!

Do you have an existing tagline or tagline(s) that you've previously used?

We took over the hotel 5 months ago. In the past the previous owners used "your home away from home" and "Boardwalk Boutique Hotel".
Especially "Boardwalk Boutique Hotel" worked against them because guests expected different things than Boardwalk actually is. The rooms are spacious, clean and tight and foreseen of all the comfort... but they are a little older. We are planning for renovations in 12 months, and are currently already updating all casitas with flat screens, new bedlinen, paintings, etc.

Target Audience

What is your industry?

Hotel in Aruba. Apartment rental with Hotel service.

Describe your audience

We attract mostly American guests, but also Candadians, Venezuelans, Brazilians and Dutch.
With most guests we develop a personal connection. They come as guests and leave as friends.
We attract the tourist who wants to stay away from the large hotel chaings (e.g. Mariott, Hyatt, etc.) We tend to attract the "explorer" guest. A guest who appreciates the freedom to dine in or eat out, who wants to discover where the locals eat but might as well as enjoy the fancy restaurants, who likes to rent a car and discover different beaches and sights or go for a snorkel trip. This is a different type of guest than the all-inclusive mass tourism guest who doesnt leave the hotel during their beach holiday.
Guests of all ages stay at Boardwalk: honeymooners, older couples (>50), couples with young children, young couples. Large families (mostly grown ups), friends, ...
The location of the hotel is also key. We are located 200 yards from Palm Beach. The hotel is right next to the Mariott and the Ritz Carlton is currently being constructed across the street.

What 3 things do you want your tagline to communicate to your audience?

atmosphere, personal touch/service, enjoy

List the taglines used by your top three competitors

peace, love and happiness. naturally.
Due to our location, the large hotel chains (radisson, hyatt and mariott) are our competitors
When comparing to a similar property found in the middle of the island; their tagline is: "a tropical oasis in aruba": which sounds cheap to us;

Style and Concept

What character, tenor or spirit do you want to convey?

we came up with the tagline: "we'll take care" - because it conveys that we offer outstanding personal service. However, we dont like the way it sounds. it sounds a bit boring.
we want a short tagline
the tagline can include a rhyme or be humorous... it needs to be catchy and still convey the message!
it cannot be tacky
the goal is to become an accessible boutique hotel.
we try to offer outstanding service, but in a natural way
we will do anything to make your stay as pleasant as possible
This needs to be reflected in our tagline

Are there any words or phrases you especially like or hate?

we dont like: "a tropical oasis in aruba" - it sounds cheap to us
we also dont like: "gem"

List your favorite taglines

Spread out, stay a while, home style
Feel the Hyatt touch

Do you want to include additional info?

Boardwalk Hotel Aruba is consistently ranked amongst the best 4 hotels on Palm/Eagle Beach Aruba on TRIPADVISOR.
The comments reflect greatly who we are and where we want to go.



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