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Marketing

Leveraging Digital Strategies for Sustainable Growth

Independent 4-star Hotel (UK)

Background

After 18 months of trading in a highly competitive market, the hotel faced significant challenges hindering its growth and market penetration. The hotel’s investors sought expert guidance to develop and implement a strategic remedial action plan to overcome these commercial obstacles and drive sustainable growth.

Key Challenges:

  • The brand lacked online and offline recognition, struggling to compete with established competitors.
  • Weak Social Media content, minimal engagement and little user-generated content.
  • Unsatisfactory web traffic. conversion rate, search engine rankings
  • 85% of bookings came from OTAs with commission fees significantly eroding profit.
  • Budget spend was allocated disproportionately to traditional channels precluding high-return digital activity.

Our Approach & Deliverables

Brand Awareness:

  • Targeted online campaigns, including social media ads, PPC and Retargeting ads were  executed to increase visibility among key demographics
  • Joint -marketing initiatives with congruous retail brands, influencers and tourism bodies to expand reach.

Social Media Engagement:

  • A structured social media content plan was developed
  • Hashtag campaign – to prompt users to share their experiences with the brand
  • Guest content shared – enhancing authenticity and social proof.
  • Collaborative giveaways with other brands or influencers to reach a broader audience.

Website:

  • On-page SEO – relevant keywords, optimisation of meta tags, titles, and descriptions
  • Content SEO: evergreen content created (guides) that would rank well over time.
  • SEO enhancements also made to improve rankings for local and travel-related searches, supported by PPC campaigns.
  • Content plan devised for the site – including photography, video and blogs

OTA Dependence:

  • Booking incentives and exclusive offers were introduced to drive direct bookings

Budget :

  • Resources were shifted to high-ROI digital channels, such as social media, SEO, and PPC, ensuring maximum reach and measurable outcomes. Real-time tracking was utilised to optimize spend, prioritising cost-effective tactics like organic social growth and targeted email campaigns.

Outcome

After six months, the booking mix was 65% indirect and 35% direct (20 % points).
There was a 130% increase in website traffic, driven by enhanced SEO and targeted PPC campaigns.
Social media engagement increased by 250%, boosted by user-generated content and influencer collaborations.
Overall, the strategic shift to digital marketing resulted in a 40% improvement in ROI, significantly enhancing brand visibility, customer acquisition, and profitability.