Case Study – Selling More Offers and Experiences by Reaching New Audiences Online

Case Study – Selling More Offers and Experiences by Reaching New Audiences Online

23 June 2021Kirsty Beasley

Robert Parker Collection Hotel Group see a 20% increase in Direct Bookings across the group in just 4 weeks. Read on to find out how they utilised offers and experiences to drive immediate success.

The Robert Parker Hotel Collection comprises an incredibly unique collection of properties, from the oldest inhabited Scottish Castle to elegant mansion houses, the collection is all about grand buildings in grand locations. 

Step back in time and soak up the grandeur of Scotland’s oldest inhabited castle at Dalhousie Castle Hotel & Aqueous Spa; treat yourself to a romantic break on the Northumbrian coast at Eshott Hall or try fly fishing in the River Tweed at Ednam House.

All of the group’s five historic hotels stand in some of Britain’s most beautiful landscapes. Each has been individually designed to enhance its period charm and exude a refined but homely atmosphere. Perfect for guests planning a dream wedding, escaping for a luxury spa getaway, gearing up for an active family staycation or ready for a romantic lakeside hideaway.

The collection has evolved over the years and their marketing strategy has a renewed focus on generating more direct bookings and generating quality guest data. 

The Challenge

The collection had been trying to move away from the traditional room only bookings to sell more offers and experiences to increase their direct booking revenues. This was proving a difficult challenge for the group and progress was slow.

The shift in the direct booking business and the uptake of the offers and experiences was low, with room only sales still dominating. Their existing booking engine was not converting sufficient direct business and did not provide an enhanced and appealing guest journey to increase the number of offers and experiences sold.

The Solution

In April 2021 the Robert Parker Hotel collection put their trust in Profitroom to help achieve their commercial business objectives, specifically focusing on their direct booking strategy.

Working collaboratively to optimise their online guest booking journey, Profitroom ensured they showcased their offers and experiences for the highest conversions.

Profitroom also ensured that the right personalised and automated messages were in place along all of the pre and post stay booking touchpoints to enhance the guest experience and increase the loyalty of guests.

Group Approach

Within the Profitroom Suite, the team at Robert Parker Collection were able to access live reporting for the entire group, in addition to viewing properties individually. This is helping to assess demand analysis and inform future marketing decisions and offer and experience creation for each property.

The group has also generated an additional 2,200 prospective guest emails to communicate with, all gathered with GDPR consent via the booking engine. 

Exceeding All Expectations

In just four weeks Profitroom were able to exceed all expectations for the group and were able to demonstrate strong results. 

“In just four weeks we have seen the highest sales of our packages/experiences and a long planned focus on reducing the level of BB’s has been achieved. This is leading to a positive impact across the group. Our direct business in this short space of time has already risen by over 20% to 60%.”

Adam Reeves, Chief Executive Officer, The Robert Parker Hotel Collection

Booking-Engine-Package-View showcasing your offers and experiences

The Profitroom Suite helped to achieve the commercial goals for the group within just four weeks. It will be extremely exciting to see how far the direct business and uptake of packages and experiences will continue to grow. 

From the unspoilt beauty of the Northumbrian coastline, breathing deep in the mountains of the Lake District, or strolling in parkland beside a river in the Borders. Wherever you choose to stay, you’ll find their hotels offer something very special. Find out more here.