Serafina Beach Hotel: Creating the Brand and the Buzz

On March 20th, 2018, Serafina Beach Hotel opened its doors to the public, inviting guests to delight in Puerto Rico’s newest and most exclusive beachfront hotel. Located on the ever-stylish Ashford Avenue in the center of San Juan’s Condado district, the 96-room boutique hotel is the first of its kind for the Serafina Restaurant Group. Looking to set itself apart from other premier hotel destinations by doubling as a full-service lifestyle boutique hotel and a unique social experience, Serafina Beach Hotel was in need of an online presence that accurately conveys the energy and ambiance of the hotel. Lumi Luxe began working with the hotel during its very beginning stages, creating an authentic brand identity for the hotel, as well as a multi-phase digital marketing strategy, spanning from pre-launch to ongoing management.

Over the years, the Serafina brand has proliferated into an international entity with visibility (and loyalty) in numerous countries around the world. Because of this, we needed to create an authentic brand identity for Serafina Beach Hotel, without losing the Serafina brand that users have already come to know and love. When creating the Serafina Beach Hotel logo, we chose to keep the typeface from the original Serafina logo and add a new secondary typeface for ‘Beach Hotel’ with an art-deco inspired font. The colors incorporated in the new logo were inspired by sea glass + warm driftwood tones, giving a clear beach feel that is refreshing and relaxing for a hotel destination. By adjusting color, secondary typography, and a few compositional changes, the brand identity is fresh for a new industry, while staying true to its roots.

Once our brand was established, we needed to create a digital brand identity for the hotel to portray itself online, build awareness, and attract vital competitive demographics. Lumi Luxe designed and developed the hotel’s initial landing page, which was launched 13 months the hotel opened, to generate initial excitement for the hotel by showcasing beautiful renderings of the soon-to-be property (designed by New York-based firm, iCrave), and garnering leads with a newsletter sign-up form. While launching the initial landing page, Lumi Luxe was also simultaneously designing and developing the hotel’s full website, which ultimately replaced the landing page. Lumi Luxe built the Serafina Beach Hotel website to be optimized for both mobile and desktop, optimized for search, visually appealing and engaging, and optimized for conversions to drive direct bookings.

Another pre-hotel launch initiative was to establish a robust social community for the hotel, to garner excitement and buzz around the opening. Lumi Luxe developed the hotel’s social media channels, creating and publishing targeted content to build a significant, relevant, and engaged audience of 3,000 followers by the date of the hotel’s grand opening. Through our ongoing management and social advertising efforts, the Serafina Beach Hotel now has 23,000 social followers to date, and their following continues to grow at an average rate of 15-20% each month.

Lumi Luxe also developed both paid and organic Search campaigns to fuel further awareness, drive traffic to the site, and encourage direct bookings through the website. Through continual website optimization and our ongoing search campaign management efforts, Serafina Beach Hotel’s website has seen growth in total users to the website by nearly 50% (48.8%). In the 6 months since their opening website traffic levels remain steady. Using refined targeting, analytics, and visitor data we have been able to increase Website Revenue Generated by 30% and Average Order Value by 27% since the launch of the Booking Engine.Since becoming the first hotel in Puerto Rico to open its doors after Hurricane Maria, Serafina Beach Hotel has quickly become the hottest new destination on the island. With unique experiences, lavish amenities, and a social, sexy atmosphere, this lifestyle boutique hotel has quickly captured the hearts of today’s modern travelers from all over the world. To experience San Juan’s exclusive beachfront hideout or for more information, visit