The Challenge: Reducing Reliance on OTAs and High Commissions
The Hythe Imperial Hotel, a charming establishment in Kent, faced a challenge familiar to many in the hospitality industry: high commission costs associated with Online Travel Agencies (OTAs). These commissions significantly reduced their profit margins and limited control over guest relationships. Classic British Hotels, the go-to commercial partner for independent hotels, specialising in direct booking strategies, saw an opportunity to help Hythe Imperial take back control of their bookings and forge stronger guest connections.
The Solution: A Multi-Faceted Approach to Direct Booking Success
Classic British Hotels took a collaborative approach working closely with Hythe Imperial’s Managing Director, Nick Gauntlet, and his team. This partnership ensured all efforts aligned seamlessly with the hotel’s brand and guest experience. The implemented strategy addressed several key areas:
- Optimised Booking Engine: A user-friendly and secure booking engine on Hythe Imperial’s website was crucial to convert website traffic into bookings. Classic British Hotels assisted in optimising the booking process for a smooth and efficient guest experience. This ensured a clear and concise layout, offering multiple secure payment options, and highlighted any special offers or packages available only through direct bookings.
- Data-Driven Guest Engagement: Leveraging our database marketing expertise, Classic British Hotels helped Hythe Imperial personalise guest communications and promotions. This included targeted email offers based on guest preferences and past booking history, and personalised welcome emails that build anticipation for their stay.
- Targeted Marketing Campaigns: Classic British Hotels created marketing campaigns to drive traffic to Hythe Imperial’s website, the primary booking channel. This involved social media marketing to engage potential guests on platforms they frequent, and email marketing campaigns to nurture leads and entice past guests to return.
- Strategic Channel Distribution: While focusing on direct bookings, Classic British Hotels ensured a strategic presence on relevant travel websites beyond OTAs. This included travel platforms catering to specific interests and enabled Hythe Imperial direct access to Classic British Hotels’ global network of demand partners and Global Distribution Systems (GDS) connections, open doors to worldwide distribution channels focused on UK inbound opportunities.
- Strategic Agency Power: Hythe Imperial also gained access to Classic British Hotels network of key agency partnerships, further expanding their reach within the corporate travel sector.
The Results: Measurable Growth in Direct Bookings
The collaborative strategy delivered impressive results within a short timeframe. Hythe Imperial witnessed a significant shift in their booking channel performance:
- 14% Increase in Direct Bookings: Hythe Imperial’s direct bookings soared by 14% in the first six months of 2024 compared to the same period last year. This translates to a substantial reduction in commission costs and increased profit margins, allowing them to reinvest in guest amenities and property upgrades.
- Outperforming Traditional Channels: Furthermore, Hythe Imperial’s direct channel outperformed traditional booking channels like Booking.com within the first half of 2024. This highlights the effectiveness of the implemented strategy in capturing a larger share of bookings directly through the hotel’s website.
A Voice of Success: A Testimonial from Hythe Imperial
We’re thrilled with the significant increase in direct bookings we’ve achieved since partnering with Classic British Hotels. Their data-driven approach and focus on guest experience have been instrumental in driving traffic to our website and converting those visitors into loyal guests. We’ve not only reduced our reliance on OTAs but have also gained valuable guest data that allows us to personalise their experience further. – Nick Gauntlet, Managing Director, Hythe Imperial Hotel.
Want to find out how we can drive your direct channel?
Email our managing director Phillip Allsopp at [email protected] today to schedule a free consultation.
