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- Boutique hotel group
More direct bookings, less reliance on intermediaries
Brand and destination campaigns, a website with an integrated booking engine and revenue tracking by channel for a group of boutique hotels in city and coastal destinations.
- Increase direct bookings
- Win back branded searches
- Measure revenue by campaign and hotel
- Improve website conversion
Visibility handed over to intermediaries
Independent hotels typically take most of their bookings through online travel agencies, whose commissions eat into the margin on every stay. The agencies also bid on the hotel’s name on Google and catch guests who were already looking for it.
Many hotel websites use an external booking engine that breaks both the user experience and the tracking: there is no way of knowing which campaigns drive bookings or how much revenue they bring in.
How we do it
- 01Brand campaigns
Campaigns for each hotel to protect branded searches, highlighting the benefits of booking direct.
- 02Destination campaigns
Searches by destination and type of trip in each source market, with bids adjusted to occupancy and season.
- 03Website and booking engine
A new website with the booking engine built into the design, visible availability and a short booking process.
- 04Revenue tracking
Actual revenue from each booking sent to Google Ads and Google Analytics, by hotel and by campaign.
Project phases
- Month 1
Measurement
Integration of the booking engine with analytics and Google Ads.
- Months 2–3
Campaigns
Brand campaigns for each hotel and destination campaigns in the source markets.
- Months 3–6
New website
Design and development with the integrated booking engine and destination content.
- Months 6–10
Optimisation
Bidding by occupancy and season, and conversion improvements.
Disciplines in this project
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