Mackays Hotel

The Objectives:

  • Test the water with a coherent Digital Strategy for a remote hotel with a very seasonal calendar
  • As a predominantly B2B hotel, open up the hotel to leisure travellers
  • Increase bookings and drive occupancy overall
  • Keep budgets tight whilst still delivering a return on investment
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The Strategy:

  • Implement mini reports to monitor strategy and performance, but protect budgets
  • Set up a low-level/long-term SEO (Search Engine Optimisation) strategy
  • Guide and support the social media manager to improve performance on social platforms
  • Deliver a new high-performing, SEO-optimised website to improve online conversions and user experience
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The Results:

  • This was a long-term, slow-burner project due to the remote location of the hotel. Essentially, this was the launch of a new brand to the leisure market and further afield. We saw sales double in the first six months within the peak season
  • Outwith peak season, we began to see growth, but it took a further two years of hard work to really see the business turn around
  • Now sales are sitting on average at 75% ahead year-on-year and 155% ahead of where this hotel was performing online when we began working together
  • We have introduced the hotel to the leisure market and taken it further afield to more lucrative markets, such as the core cities and London
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