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About

Beechfield House is a 4 AA Red Star, 23-bedroom luxury hotel found in Wiltshire, boasting it’s own pool, 2 AA rosettes & a large space for guests to land their helicopters! Visitors love the country house hotel for it’s relaxing spaces, countryside surroundings and proximity to popular tourist spots, such as Lacock, Longleat & Bath (to name a few..).

The challenge

The team at Beechfield expressed the desire to reduce their reliance on OTAs and to increase their restaurant reservations. Being rural, the hotel found it hard to ‘get the word out’ about their restaurant through traditional marketing methods, making it unprofitable for them to be open on some days. On the marketing side, the team were making occasional social media post but beyond this, digital marketing efforts were non-existent.

When we spoke to the team, it became clear they were leaving some low hanging fruits on the table, which needed to be addressed to help them reduce reliance on OTAs and increase restaurant walk-ins.

 

Whats the plan?

We started this project by sitting down with Chris at Beechfield House. We really wanted to uncover what ‘success’ would look like & also get a feel for what Beechfield House was like. By going through a series of questions, we got to a position where we were ready to build a plan.

After this session, we put our heads together & created a plan that focused on capturing existing search demand & increasing awareness via social media channels.

Tapping into demand

In-market audiences are the easiest way to boost direct bookings so, we started here. We:

1. Boosted the hotels visibility through carefully targeted brand awareness display activity across social media, which contributed to a 23% YoY (22’ vs 19’) increase in organic new user.

2. We crafted search ads which focused on voucher sales & direct bookings. These achieved 2 – 6% cost per bookings (much better than the OTA rates!).

Let's get social

We crafted value-add content for Facebook & Instagram & used our paid social skills to increase reach. In doing so, we increased reach & engagement per post by 2700% vs the previous 12 month average. We also achieved an additional 33 followers per month across social channels, which over several years will compound, making social that much more effective!

Ready for summer

Beechfield House invested in their marketing at the right time, seeing a resurgence in website bookings that will set them up to pay much less OTA commission this summer, whilst keeping their restaurant full. We look forward to our continued partnership with Beechfield House & to continue supporting their growth long into the future!

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We have built a proven step-by-step process that helps hotels generate more direct business.

It’s 100% free to start & at the very least, it’ll point you in the right direction.