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"Since working with Greyhive we've been able to successfully increase the occupancy for this property in the quieter months of Winter which has been fantastic for us as we always struggled with this in the past."
Esplanade Hotel Case Study
An Independent hotel on the Llandudno seafront, the property has a restaurant, bar, and meeting facilities.
The owners never had any marketing for the property. As a result, over 90% of their business went through online booking agents such as Expedia and Booking.com, which cost them over £20,000 per month in commission. Their occupancy was also very seasonal as this is a coastal resort, with the winter months particularly quiet.
We redeveloped the website to focus on user experience and promote SEO. We also leveraged their existing database of past guests and WiFi sign-ups to run a diverse range of email campaigns to encourage repeat business and push seasonal promotions.
Although this did improve the business of the books going into the winter months, the first winter was still challenging. In order to improve for the next Winter season, we looked beyond the leisure market to encourage both corporate and group business. For the former, we identified all of the businesses in the area and communicated directly with their employees to offer corporate rates. For the latter, we leveraged our in-house telesales team to reach out to Travel Agents and Coach Operators around the UK to offer them promotional rates for the hotel for group bookings.
As a result, we had a successful Winter season in the second year and have continued to grow occupancy and ADR throughout the subsequent months and years.
Future development
From the end of 2024, the client will be fully renovating the property to increase its value proposition and ADR. This has been achievable for the client due to the increased performance Greyhive has contributed to over the last few years.
