THE CHALLENGE for mohonk mountain house

Located in New York’s Hudson Valley, Mohonk Mountain House has been a tradition for generations of travelers. But the iconic hotel needed to attract new visitors, too. Preparing for future growth meant planning for future guests’ preferences. How could Mohonk use historic guest data to appeal to new audiences?

Mohonk turned to Overabove for our “big data” approach to help them re-envision the Mohonk guest experience.

OUR approach

Overabove analyzed Mohonk’s guest database against our Data Management Platform of 250 million American adults. With this analysis, we were able to develop an anonymized “ideal guest profile” with key demographic and psychographic characteristics for that guest. We used this to build recommendations for an experience at Mohonk that would deliver what the ideal guest was seeking from their stay at the property. Mohonk could then identify the programs and amenities most coveted by future guests.

This additional detail allowed us to see new demographic variables, such as: Top geographic origin, household income range, education level and household composition.

We then incorporated data about behaviors, purchase history and brand affinities. In total, this gave us a much more complete picture of Mohonk’s guests. For additional context, we drew on consumer and travel trends, insights, and competitor tracking.

THE results

Overabove delivered new insights into Mohonk’s past, current and future audiences. Using our expanded view, we created a new Ideal Guest Profile. And we made it easy for Mohonk’s team to put it into action.

The profile informed our recommended Experience Narrative. It spans the guest experience across amenities, programming, marketing and media tactics. The narrative is a recipe to deliver a compelling brand experience for Mohonk’s future guests.

With these tools, Mohonk is poised for success with a new generation of high-end getaway seekers.