Digital Marketing Case Study: Gliffaes Hotel
A luxury hotel in South Wales
The Gliffaes Country House Hotel is a beautiful building nestled in the Brecon Beacons in South Wales. As an independent business, the main challenge was to increase the capacity rate and reduce the reliance on OTAs, such as Booking.com. The main challenge was to improve the initial data, understanding where revenue was coming from to ensure we were making informed decisions on the marketing strategy.
Gliffaes Country House Hotel also required a new website, which allowed further improvements to the customer journey. With the addition of spectacular imagery and video content, produced by the client themselves, the look and feel of the website has been greatly improved.
Understanding the data: The first port of call was to understand where revenue was coming from. We set up cross-domain tracking in Google Analytics to track booking revenue and installed call tracking software to track phone call revenue. After ensuring emails were also being tracked in Google Analytics, we could now get a clear picture of what was going on.
PPC and SEO Performance: From the data collected, we were able to invest more into PPC campaigns that we knew were converting well, lowering OTA costs, and increasing capacity rates. After analysing phone call tracking, we realised that 50% of revenue was coming over the phone. This changed our strategy as it was clear the PPC and Organic channels were providing a high return on investment.
New Website: We designed and developed a new modernised website for the brand, incorporating the beautiful imagery and videos of Giffaes Country House Hotel. The new branding was incorporated and a section on the website created to showcase the hotel’s spectacular arboretum.