Client Background:
Donnington Manor is a 4-star quality independent hotel on the outskirts of Sevenoaks in Kent, close to the M25/M26. The original 15th century manor house, now home to a popular restaurant, has been extended to offer 63 modern en-suite bedrooms, a buzzing lounge and bar, plus event spaces for weddings and facilities to host meetings for up to 120 delegates. The hotel also launched its own escape rooms in November 2023 – a fun new offering suitable for both leisure guests, including families, and corporate groups.
The Challenge:
Donnington Manor, like many independent hotels, faced a range of obstacles in reaching a broader audience and driving direct bookings through their website. These included:
- Limited in-house marketing expertise and resources to effectively manage digital marketing efforts.
- The need to increase brand awareness, visibility and website traffic in a competitive market.
- Requirement to generate qualified leads and convert them into bookings.
- The necessity to maximise revenue through targeted marketing campaigns.
The Solution:
Classic British Hotels partnered with Donnington Manor to develop a multi-faceted marketing strategy encompassing:
- Email Marketing: Classic British Hotels designed and implemented engaging monthly email marketing campaigns to nurture leads and drive direct bookings. This included:
- Building an email list through website signup forms and on-site promotions.
- Crafting targeted email campaigns showcasing Donnington Manor’s unique offerings and special packages.
- Creating comprehensive three-month campaign roadmap to support Donnington Manor’s broader business goals.
- Website Optimisation: Classic British Hotels conducted a comprehensive website audit and implemented improvements to enhance the user experience and drive conversions. This included:
- Optimising website content for relevant keywords to improve search engine ranking.
- Creating compelling website copy that highlights Donnington Manor’s unique selling points.
- Implementing high-quality images and videos that showcase the beauty and amenities of the hotel.
- Driving Revenue Through Group Campaigns: Classic British Hotels developed targeted seasonal and tactical group marketing campaigns to attract bookings for accommodation, conferences and events. This included:
- Creating targeted landing pages specifically for marketing promotions.
- Creating email campaigns for seasonal events such as Christmas & New Year.
- Partnering with conference and event planners to reach a wider audience.
- Developing special group packages that offer attractive rates and value-added benefits.
- Digital Advertising: Classic British Hotels implemented a data-driven digital advertising strategy that included:
- Pay-per-click (PPC) geotargeting advertising campaigns on search engines like Google to target potential guests searching for hotels in Kent and the surrounding areas.
- Continuously monitoring and optimising advertising campaigns for maximum return on investment (ROI).
The Results:
The comprehensive marketing strategy implemented by Classic British Hotels delivered significant results for Donnington Manor Hotel:
- Generated a 32% uplift in revenue in 3 months (May – July 2024).
- Secured 13 meetings & events enquiries at a total value at £81,093 year to date.
- Email database grew by 14% year on year (Jul 2024).
A Voice of Success: Testimonial
We’re thrilled with the results achieved through our partnership with Classic British Hotels. Their expertise in digital marketing has helped us reach a wider audience, generate qualified leads, and drive direct bookings to our hotel. The email marketing campaigns have been particularly effective in nurturing leads and converting them into paying guests. We highly recommend Classic British Hotels to any independent hotel looking to grow their business. – Anup, Commercial Director, Donnington Manor Hotel
Conclusion:
Classic British Hotels’ comprehensive marketing approach has demonstrably helped Donnington Manor Hotel overcome its challenges and achieve its marketing goals. By providing expert guidance, leveraging email marketing, website optimisation, targeted group campaigns and implementing a data-driven strategy, Classic British Hotels has positioned Donnington Manor for continued success in the competitive hospitality industry.
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.
