Georgian House Hotel

49.2% increase in direct bookings

Sept - Dec 2019

Date

Georgian House Hotel is a well-established four star property in London with very high occupancy levels. With a largely international clientele, most of these bookings were coming through online travel agents, with the hotel paying up to 20% in commissionable fees so naturally the client wanted to explore ways in which it could maximise direct channels to increase the profitability in the business.

Challenge

We implemented our strategy The Browser Method® to encourage users to book direct. Firstly we optimised the loading speed of the website, which was found to be performing particularly slow for users viewing on a mobile device. Secondly we simultaneously tested different variations of the homepage to determine which had the lowest bounce rate and highest conversion rate amongst its users. Thirdly we ran a cost-effective remarketing campaign for all users promoting the benefits of booking the hotel direct.

Solution

Between the months of September - December 2019, Georgian House Hotel’s website saw an increase of 49.2% in web bookings from the same period in the previous year, jumping from 675 bookings to 1,007. This produced over £125,000 in additional bookings sales in just a four month period.

Results

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