miraval
A place to return to, at every turning point
Guests visit Miraval’s locations to relax and reset, so the entire journey from discovery to arrival had to be just as smooth.
- 33.3% INCREASE IN REVENUE
(WEBSITE + PHONE) - 27.5% INCREASE IN BOOKINGS
(WEBSITE + PHONE) - 69.7% DECREASE IN COST PER CLICK
(ALL PAID CHANNELS)
The brief
Wellness may now be trending, but Miraval Resorts & Spa has been delivering wellness experiences for over 30 years. Each of its locations, ranging from the deserts of Arizona to the lush Berkshires, is a place to slow down, find renewal, and be fully present. As Miraval brought this vision to its first international location on the Red Sea, the brand needed a partner to support its growth.
Our partnership with Miraval began in mid-2021 with a small project: a 10-week paid social trial for its Berkshires property, which opened during the pandemic and needed a boost. This grew into an ongoing relationship, with Wallop now a long-standing partner across web, paid media and creative, including supporting the launch of its Red Sea location.
The insight
Many guests come to Miraval at turning points in their lives, and many return over the years seeking a sense of peace and renewal. With that in mind, the digital experience had to feel calm and effortless, too. Guests should sense the immersive atmosphere before they even arrive, supported by clear messaging and a single strategy.
The marketing had passed through many hands, so setting up strong, unified foundations was the first step. This made it easier for Miraval to scale and reach new guests seeking a destination to relax and be fully present. But rather than staying still, an open and curious approach keeps Miraval ahead. Ongoing testing helps uncover new pathways to growth, even before they become industry standard.
The solution
A new website more clearly communicated what made Miraval special, and enabled bookings rather than blocked them. It was also designed to be adaptable, supporting Miraval’s growth without major overhauls.
Beyond that foundation, we’ve kept the partnership ever-evolving. Marketing mix modelling gives us a genuine read on each channel, and new approaches are regularly explored to help Miraval stay competitive. Newer guests often discover wellness on their phones, which made short-form video and social a natural new home for Miraval’s long-held philosophy. A brand refresh, alongside creative and campaigns from Wallop Film, also brought the Miraval experience to life.
The Red Sea, Miraval’s first international location, shows how it all came together. The website foundations made adding a new location simple, the launch marketing introduced Miraval to a new market, and the visual identity work continued the Miraval story.
The results
Great brands keep evolving and adapting, meeting travellers where they are. Beyond revenue and bookings, the work is about supporting a brand’s evolution as it expands into new locations and reaches new audiences. A stronger site, a sharper ads strategy, and ongoing testing have helped Miraval do just that. Rather than chasing a quick turnaround, the gains build year-over-year, helping more guests experience the restorative spirit of Miraval.
