Selina
From a small concept hostel created in a small surf town in Panama by real estate developers to an international hospitality brand that has grown and is still growing at the rate of a new location per week attracting locals and nomadic travelers.
- Branding
- Marketing
- Content Creation
Branding & Marketing for start-up hospitality company
Building one of the largest hospitality brands in the world with one of the fastest conversion models globally. Blending beautifully designed accommodation with coworking, recreation, wellness, and local experiences, Selina is custom-built for today’s nomadic traveler, providing guests with a global infrastructure to travel and work abroad seamlessly.
- ClientSelina
- IndustryHospitality
- Servicesmarketing, Branding, Content Creation
- Websiteselina.com
From Boutique Hostel to Global Brand
ABM joined Selina in its early stages when it was just a single location in Playa Venao, Panama. Recognizing the potential for a new kind of hospitality experience, ABM spearheaded the branding and marketing strategy to transform Selina into the international phenomenon it is today, with 110 locations worldwide and a listing on the New York Stock Exchange.
Contributions:
- Concept Development: The concept was developed and played a key role in evolving Selina from a startup concept to a full-fledged hospitality brand.
- Target Audience: ABM identified the core demographic of millennial and Gen Z travelers seeking a unique blend of wellness, co-working spaces, local immersion, and social connection.
- Brand Messaging: The brand message was crafted to resonate with the target audience, emphasizing Customized Comfort, Music Events, Food, Wellness, Local Adventures, CoWork, Art, and Social impact projects. This unique blend positioned Selina as more than just a place to stay; it became a launchpad for experiences.
- Global Expansion: The branding and marketing efforts played a significant role in propelling Selina’s international growth, attracting travelers from around the world.
The Results:
- Brand Recognition: Selina is now a recognized name in the hospitality sector, attracting a loyal following.
- Global Presence: From a single location, Selina has grown to 110 unique destinations across the globe.
- Financial Success: The company’s successful IPO on the New York Stock Exchange is a testament to its remarkable growth trajectory.
Aja Buchanan Media’s work with Selina demonstrates the power of strategic branding and marketing in propelling a hospitality brand to international success.
