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The Swan Hotel

Website & Marketing

This beautiful 600 year old hotel is located in the Cathedral City of Wells. The team approached us during the 2020 lockdown, with the goal to revamp their digital presence and increase direct bookings.


The Swan is a 50-bedroom hotel that has been in operation as a hotel since 1422, making it the oldest hotel with continued operation in the UK. Some notable past guests have included Henry VIII, the Princess of Denmark & Winston Churchill!

Located opposite the famous Wells Cathedral, it has unsurprisingly won awards for its magnificent views.

The challenge

The rise of Airbnb coupled with the opening of a Travelodge nearby created the perfect storm where in less than a decade, the bed stock available in the area had more than doubled. This explosion of choice had a knock-on effect of reducing the occupancy rate & RevPAR for the hotel, creating fears for the future.

When the team approached us, we suggested a total refresh of the hotels digital presence was needed, starting with a new website before then reviewing the wider digital strategy.

Here's what we did next:

1. New website

We created a brand spanking new website that went on to reduce their bounce rate by 22% and increase direct bookings by 15%.

2. Digital marketing strategy

Factoring in the full context of the hotel, we created an intelligence-led roadmap that would take the 600 year old hotel into 2022.

3. Paid media

We used SEM to drive new business and paid social to build brand awareness, leading to a 7 -1 return on search & an organic traffic boost of 25%.

4. Social media

We crafted value-add content on Facebook, Instagram & Twitter before then using our paid social skills to increase reach. In doing so, we increased reach & engagement per post by 350%.

5. Email marketing

This part of the story is actively underway. We can’t wait to share more with you soon..

600 Years Young

With a record-breaking season last year and what looks set to be a great low-season, it’s fair to say that despite increased bed stock in the area, the oldest hotel in the UK isn’t going anywhere anytime soon.

What can we do for your hotel?

Schedule a casual conversation with one our friendly team today!

The results

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CPA on Paid Search
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more brand searches
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more direct bookings
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