How can we introduce a new generation of customers to the The Swan Hotel and decrease reliance on OTA’s?
By using tailored content marketing campaigns.
The first was to increase the number of direct bookings with the hotel, rather than through OTA’s (Online Travel Agents). Historically, the hotel had relied heavily on receiving a large percentage of bookings via OTA’s.
The second challenge was to portray the hotels unique atmosphere where family-friendly meets boutique hotel, along with the beauty of the Lake District to a new generation of customer.
Since we started working with The Swan Hotel we have achieved a year-on-year increase of 91.37% in traffic to the site. In addition to this increase we have noted the average session duration has increased by 29.25% and pages per session have increased by 84.22%.
To date we have calculated a 1160% return on investment (via Facebook advertising), based on the cost of the campaigns vs direct bookings through the hotel’s website.