How Slickrock Belize Generated $246K in Two Weeks

Client Profile:

Slickrock Belize Adventures is an off-the-grid, all-inclusive private island resort on Long Caye in Belize’s Glover’s Reef Atoll. The 13.5-acre island offered exclusively 7-night packages with sixteen rustic beachfront cabanas and easy access to snorkeling, diving, and watersports. Designed for families and adventure seekers, Slickrock is a relaxed, community-focused getaway rooted in sustainability and authentic island life.

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The Challenge:

While Slickrock had strong guest loyalty and a memorable on-island experience, its digital presence didn’t fully convey the immersive, group-oriented nature of the resort. Prospective guests often struggled to visualize their stay, limiting booking confidence.

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Marketing was concentrated around peak season, leaving opportunities to engage repeat guests more intentionally and drive demand during off-peak periods. Aligning the guest experience with marketing, sales, and revenue strategy became essential to support continued growth.

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Focus:

• Clarify guest positioning through on-site research
• Develop a new website to support booking conversions
• Optimize paid advertising to reach the right audience
• Expand reach by driving new visitors to the website
• Increase revenue through strategic packaging, promotions, and referrals

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The Solution:

Delicious Digital’s team visited the island to experience the resort firsthand. Through direct observation and guest demographic research, the team pinpointed what guests valued most, identified gaps between expectations and marketing, and refined messaging and packages. 

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At the time, Slickrock only offered 7-night packages, which limited its audience. A new 4-night package was introduced to lower the barrier to entry, attract new guest segments, and increase booking flexibility without compromising profitability. Slickrock was also integrated into the broader Muy’Ono Resorts sales ecosystem, leveraging cross-property exposure and centralized promotional efforts to amplify reach.

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To capitalize on Slickrock’s strong guest loyalty, a referral program was developed and launched to incentivize past guests to bring friends. Both the referring guest and the new booking received a discount, creating a mutually beneficial offer that rewarded loyalty while driving incremental direct revenue through trusted word-of-mouth.

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The website was redesigned to better showcase the immersive, group-focused experience and increase booking engine conversions. A detailed guest itinerary was integrated, helping potential guests visualize their stay and clearly understand inclusions. The refreshed digital presence also improved the performance of paid and organic campaigns.

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Paid advertising continued during the off-season to capture demand early and strengthen forward pacing ahead of peak travel months. On Google Ads, the keyword strategy was refined to target high-intent searches, while Meta campaigns leveraged engaging Reels that captured the resort experience. Together, these efforts drove strong engagement and increased new website visitors.

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Slickrock generated $246,320 in room revenue during Muy’Ono Resorts’ 2023 Black Friday sale, the highest among 10 resorts in the collection. Only 20% of bookings came from repeat guests, and over 70% were made directly through the booking engine, demonstrating the effectiveness of paid and organic campaigns.

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The Black Friday Sale contributed to a 23% year-over-year revenue increase and strong forward pacing into 2024, with 30.5% more on the books than the same time last year. Post-repositioning, 94% of booking engine reservations were from new guests.

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By combining experiential research, strategic repositioning, website optimization, and revenue-driven promotions, Slickrock achieved record-breaking sales, stronger forward pacing, and increased new guest acquisition.