In 2024, The Nest Dalat website, representing a boutique eco-resort known for sustainable stays and authentic highland experiences, saw a consistent decline in user engagement across all four quarters, with average session duration dropping from 3.2 minutes in Q1 to 1.6 minutes in Q4, page views per session decreasing by 35%, and bounce rates rising to 70%. The website's outdated design, generic visuals, and lack of cohesive storytelling fail to reflect The Nest Dalat’s unique eco-conscious and culturally rich brand identity, alienating its target audience of eco-travelers and cultural enthusiasts. This misalignment has led to a 25% year-over-year drop in booking conversions, threatening the resort’s digital presence and competitive edge against larger, visually compelling travel platforms in 2025..

To address the 2024 engagement decline on The Nest Dalat website, where user engagement dropped across all four quarters (e.g., session duration fell from 3.2 minutes in Q1 to 1.6 minutes in Q4, page views decreased by 35%, and bounce rates rose to 70%), a comprehensive rebranding of the website is proposed to align it with the resort’s eco-conscious and culturally rich brand identity. The goal is to triple the previous year’s engagement rate (measured as a 25% year-over-year decline in 2024) by achieving a 75% increase in key metrics (session duration, page views, and conversions) in 2025. Below is a strategic plan to achieve this through rebranding.

By aligning the website with The Nest Dalat’s eco-conscious and cultural brand identity, the rebranding will attract and retain eco-travelers and cultural enthusiasts, tripling engagement rates and strengthening the resort’s competitive position against larger travel platforms by Q4 2025.