FLOHOM Case Study | HiddenGem Media

Case Study · Floating Luxury Stays · Multi-Market

Strong organic reach was already there — the Resort Discovery Funnel turned it into $2.1M direct at an 87% split.

Property: Floating luxury houseboats
Units: 17 houseboats
Location: Urban waterfront, expanding into Virginia Beach and Florida
Owner: Brian Meyer

Starting point: Strong organic awareness and an existing content agency, but the majority of bookings still coming through OTAs.

Key results

Tracked direct-booking revenue in 16 months: Tracked direct-booking revenue in 16 months
Direct-booking split (81% within the first 3 months): Direct-booking split (81% within the first 3 months)
Email leads captured: Email leads captured
Followers: Followers
Views: Views

The situation

FLOHOM had the thing most properties can't buy: a concept that stops the scroll. Floating luxury houseboats in the city — romantic, photogenic, unmistakable. Reach was not the problem. They already had an audience and an agency producing content.

The problem was what happens after the view. Awareness wasn't converting into direct bookings, especially for the lesser-known boats, and most revenue still ran through OTAs at full commission. As Brian prepared to expand into new markets, he needed demand he could point at specific boats and specific dates — and prove.

This is the Stage-3 problem: good social, no system underneath it.

What we installed

The Resort Discovery Funnel — the same system, installed the same way, on every property.

Foundation
- A high-converting direct-booking website with full tracking.
Reach
- Cinematic finishing across the content library; a content strategy tuned for reach and capture. Despite already being a viral social media page, organic views doubled in the months following the takeover, pushing their reach even higher.
Capture
- Two-stage landing page and core offer; Instagram and Facebook profiles rebuilt to send traffic to it. 15.2% of Instagram landing-page visitors opted in.
Nurture
- Automated welcome flow with strategic promotions, balancing demand across all boats rather than just the famous ones.
Convert
- ROI-driven Meta ads generated new aspirational direct bookings at $68 cost per booking with an average direct booking value of over $1,180 — an overall 17X ROAS.

What it did to the business

Tracked business impact

$2.1M in tracked direct-booking revenue in 16 months.
Direct-booking split reached 81% within three months and settled at 87% — an OTA-dependent business became a direct-first business inside one quarter.
130,000 website visitors in the first three months.

Owned brand assets

430,000 followers and 57,200 email leads — the launch audience for every new market FLOHOM opens.
16 million views of the experience in front of the exact traveler it was built for.

Where the numbers come from

40,200 New Email Subscribers in 9 months
130,000 Website Visitors in 3 months
Strong opt-in conversion rates: 26.5% via Facebook Ads 15.2% via Instagram Landing Page

In their words

Why this matters if your property already gets attention

If your reels already pull views, “better content” is not the opportunity — it's marginal. The opportunity is the system that sits under the content: capture, nurture, ROI-driven ads, and booking-level tracking. FLOHOM didn't get more famous. It got an 87% direct split and $2.1M it can prove.