Increasing Hotel Room Bookings & Use Of Facilities.
DoubleTree by Hilton Strathclyde came to us for support to grow their online presence. They sought to generate a higher booking rate amongst the weekend consumer market – especially those celebrating a hen party or family occasion. The hotel team had recently begun hosting tribute nights to fill the hotel’s conference suite, but needed a way to promote these to a female audience ranging between 18 and 60 years of age in a 50-mile radius.
A strategic marketing plan was called for. Having considered the possibility of social media competitions, Sales Manager Lyndsay Ferguson-McLaughlan invited Sparks4Growth to discuss how social media could be used to leverage deals and experience packages. From there, we set in motion the groundwork of our social media advice and management service, using our robust “Stop, Start, Continue” method to chisel out the strategy.
Hotel Marketing Solutions…
Initially, Sparks4Growth focused on driving up the hotel Facebook presence and reach to their target customers. Prior to our work on the project, hotel staff had been the designated social media managers; we were able to offer them specialist knowledge and support.
In addition to the promotion of these events, we looked at increasing the hotel’s spa day uptake. The DoubleTree by Hilton Strathclyde team came up with offers that fit with their objectives and then the S4G team prepared promotions using Facebook adverts. We paid extra attention to the look, feel and message of each advert to seek to address the previous issues of sparse click-through rates and site bookings. At the same time, we included a direct link in the post so that availability could be checked then and there, boosting conversions and taking the strain off operational teams (reducing calls and emails).
Throughout the social media campaign, our dedicated Account Manager touched base with Lyndsay every two weeks to ensure the strategy and the hotel teams’ requirements were fully aligned.
Campaign Results For The Hotel…
It didn’t take long for local interest to pick up. Large group reservations started to climb and, crucially, led to repeat business. In the first year alone, profit from the tribute evenings hit £60,000, which significantly exceeded expectations.
Increasing bookings for the hotel spa by accurately promoting offers
Coupled with this was the refinement of the spa day messages in our marketing outreach tactics. Lyndsay and the Hotel team planned the offers and Sparks4Growth social media team made sure they were presented and marketed in the most effective manner.
“Over 80 new bookings were made in just three months as a result”
Loyalty and retention amongst the hotel’s clientele has strengthened with every visit they make. This is due to the campaigns increasing consumers’ awareness of the range of hotel services and offers, and the delivery of a quality of service and amazing facilities.
Local customers are now aware of what the hotel has on offer and have many reasons to come back. They are communicated with regularly via the social media channels. We’re proud to have helped introduce many new regular customers to DoubleTree by Hilton Strathclyde via these campaigns.
Details gathered from the campaigns have fed into the creation of a growing GDPR-compliant database for email marketing in the run-up to Christmas. This allows deals to be sent to a qualified, engaged audience, based on the behaviours we’ve tracked so far from Facebook activity.
Hotel Sales Manager Feedback
“The S4G team have been marvellous, honestly. We speak every fortnight. Our Account Manager, Carina, is approachable, trustworthy and kind. “
Our ideas become a lot more refined after the hotel has sent its weekly concept to Sparks4Growth. One example was a recent format request; I felt that an image wasn’t right, and that my original content was too wordy. Carina jumped straight to action and the post was so much better – in fact, it achieved nine shares and 37 comments in the first few hours after amending it!
After a three-day period, our tribute night post had reached 12,945 people, and had 56 comments and 30 shares.”
Would You Like Some Advice?
If you think that your hotel, events venue or restaurant needs some extra help with reaching more customers then please feel free to book in for some complimentary advice.
You can either have a no obligation, phone or video call to discuss any challenges you currently have with social media, driving up more booking or getting existing customers to use your services more frequently.