Client and Context
Ashàra is a Sicilian alpine and volcanological guide company specialising in excursions to active volcanoes like Etna and Stromboli. With over 600 five-star TripAdvisor reviews and recognition as leading GetYourGuide providers, Ashàra transforms volcanic hikes into unforgettable experiences for international adventure tourists.
However, their stellar offline reputation contrasted with limited digital presence. They relied on third-party platforms (TripAdvisor, GetYourGuide) that took hefty commissions, while their website generated insufficient direct bookings.
Objectives
Ashàra approached DNA Creators to turn their website into a direct booking engine:
- Primary (Business): Reduce reliance on third-party platforms and capture direct bookings.
- Secondary (Foundation): Increase qualified traffic from Google Ads and social media.
The Challenge
The mission was to convert spectacular offline reputation into digital revenue:
- Third-party dependency: Platforms like TripAdvisor took 20-30% commissions on every booking.
- Insufficient traffic: The website received visits but failed to convert to direct bookings.
- Fragmented audience: Adventure tourists scattered across Facebook, Instagram, and Google.
The Strategy
We deployed an aggressive geo-targeting + social commerce strategy. Instead of generic ads, we created hyper-localised campaigns for specific high-value audiences:
Our team (Domenico Gambino, Jesús Díez, and Giuseppe Sanna) worked directly with Ashàra to identify premium audiences: European tourists interested in hiking, volcanoes, and luxury Sicily experiences.
Key Actions
We executed a 3-month plan with immediate results:
- Digital geo-targeting: Facebook, Instagram, and Google Ads campaigns segmented by location, interests (hiking, volcanoes, Sicily), and booking behaviours.
- Social channel management: Profile optimisation and content creation to build trust and authority across social platforms.
- Precision targeting: Tourists and outdoor enthusiasts seeking guided Etna and Stromboli experiences.
Results
The strategy delivered immediate, transformative impact:
Ashàra shifted from paying high third-party commissions to capturing direct bookings with full margins. The €0.65 CPC (vs €0.80 industry average) generated qualified traffic that converted into reservations. They established themselves as the #1 Etna excursion provider in the region, with social traffic driving bookings and enhanced brand reach.
Final outcome: reduced platform dependency, greater margin control, and scalable growth.