From Manual to Magical:
How Marshall Meadows Hotel Doubled Down on Direct Revenue with Profitroom

Introduction

Perched just a stone’s throw from the Scottish border, Marshall Meadows Manor House Hotel is one of Northumberland’s most picturesque venues. With elegant grounds, romantic architecture, and stunning coastal views, it’s a sought-after destination for weddings, leisure breaks, and luxury getaways. While their service and setting were five-star, their systems weren’t quite keeping up, especially when it came to weddings and group bookings. Enter Profitroom, not just software, but smarter strategy.

A Willingness to Evolve, Backed by Opportunity

Marshall Meadows has always been passionate about delivering a seamless guest experience and they recognised that their internal processes needed to evolve to match their high standards. The team were already working hard to grow their weddings and group business, but they saw opportunities to streamline how they sold, packaged, and promoted their offerings.

⬢ Wedding and group bookings were being managed manually, which worked, but took time and limited the ability to scale.

⬢ Wedding rates weren’t yet fully mapped or available online, making it harder for guests to book instantly and for the team to take a step back from admin-heavy tasks.

⬢ Promotional tools like unique codes and newsletters hadn’t yet been used to their full potential, meaning direct booking incentives and group offers weren’t being maximized.

⬢ And like many hotels, OTAs were still claiming a notable share of bookings, prompting a desire to shift more business to the direct channel.

What made the difference wasn’t just identifying these gaps; it was the team’s openness to new ideas and technology that turned potential into performance.

Strategic Tools, Real Results

Marshall Meadows went live with Profitroom’s Booking Engine, Channel Manager, and CRM in September 2022 and immediately began working closely with Profitroom to build a structure that matched their ambitions.

By introducing secure, exclusive promocodes for wedding and group bookings, the hotel created a direct path for guests to book online, privately, quickly, and without intermediaries.

This move:

⬢ Simplified the booking experience

⬢ Rewarded direct loyalty

⬢ Protected rate integrity

⬢ Reduced manual admin through automated closeout and availability control

Impact:
46% increase in wedding revenue (2025 vs 2024).
And thanks to strategic segmentation, 52% of promocode revenue came directly from their mailing list.

Not discounts, precision.

Newsletter Tool

Marshall Meadows didn’t wait for guests to return, they reached out with timely, relevant communication.

Using Profitroom’s newsletter tool, they engaged a carefully curated database of just 4,700 contacts and turned it into a repeat-booking engine.

⬢ 10% of all bookings came directly from email campaigns

⬢ And 52% of promocode revenue originated from this audience

This wasn’t mass messaging.
This was personalised, intent-driven communication with measurable results.

Vouchers

Vouchers evolved from a nice-to-have into a strategic revenue stream, especially for weddings and gifting.

By integrating voucher purchases seamlessly into the guest journey, the hotel:

⬢ Generated revenue upfront

⬢ Introduced new guests to the brand

⬢ Drove return stays tied to emotional occasions

Voucher revenue rose 42% year-on-year.

Not just gifting, future demand, secured.

Improved User-Journey

With clearer landing pages, simplified pathways for wedding enquiries, and extended booking windows, Marshall Meadows achieved:

⬢ 71% increase in conversion rate

⬢ And by mid-2025, they had already surpassed their entire 2023 revenue total

The Results

Since the go-live in September 2022, the impact has been extraordinary:

Wedding Revenue:

⬢ 46% more in wedding revenue compared to 2024, thanks to strategic promocodes and optimised rates.

⬢ Now their wedding bookings must be made directly through the hotel website, leading to stronger relationships and increased profitability.

Newsletter Tool:

⬢ 52% of promocode revenue generated directly from campaigns.

⬢ 10% of bookings made from their database alone, a testament to targeted, compelling messaging.

Vouchers:

⬢ Up 42% year-on-year, with many monetised as wedding gifts, a new, lucrative income stream.

Direct Bookings & OTA Shift:

⬢ 53% increase in direct bookings.

⬢ -1% decrease in Booking.com reservations, cutting commission costs.

⬢ Reservations up 118% YOY.

⬢ Conversion rates up 71%, driven by clearer user journeys and effective rate strategies.

Even more impressive?
In just 5 months of 2025, Marshall Meadows matched their entire 2023 revenue.

A Mindset for Modern Success

Marshall Meadows didn’t just adopt a new system; they embraced a new mindset. Open to learning and willing to shift how they approached weddings, group bookings, and guest communication, they’ve reaped the rewards of strategy and automation.

Profitroom helped provide the tools, but it was Marshall Meadows' openness to change that unlocked true growth. Today, they’re more profitable, more efficient, and more in control of their bookings than ever before.

Profitroom Solutions Used:

⬢ Booking Engine 360
⬢ Channel Manager
⬢ CRM & Marketing Automation
⬢ Personalised offers & upselling tools
⬢ Vouchers

Want similar results?

Discover how Profitroom can help you increase your direct bookings, streamline operations, and create better guest experiences.

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