First got Naked in 2017
Hotels become no stranger to
Abacus Hotels are part of the Best Western Marketing Organisation. They have two hotels within their portfolio -
• Le Strange Arms Hotel
• Knights Hill Hotel & Spa
Each hotel required a brand presence, a digital presence and a method for driving bookings directly.
The obvious opportunity for Abacus Hotels was to successfully drive bookings directly, enabling them to rely less on affiliate bookings, build brand loyalty and drive increased revenue for the hotels.
In order for us to maximise the opportunity we needed to carefully consider branding, web design and marketing support for the brands.
We had to start with brand. Getting the branding right was fundamental to delivering success for the business.
Each hotel was individual, but also needed to reflect a consistency across the group. See what we delivered below. The bird wings represent the coastal location of Le Strange Arms Hotel and the tractor plow represents the farming heritage of Knights Hill Hotel & Spa.
Having created a brand identity we could now consider website design. We opted to build each website on the same templated design to allow for both consistency and cost savings for the client.
Which only doubled down on our challenge of making sure we nailed the website design to not only look great, but perform great.
We had one obvious objective - to drive increased online bookings
After 6 months of the websites launching, online bookings were up 506% and online revenue was up 550%.
After 6 months of all three websites launching, online bookings were up 506% and online revenue was up 550%
Having a successful website is partly down to the performance of the website, but also partly down to the quality of leads generated, and this is where SEO has an important role to play.
Abacus Hotels wanted to increase their market share within the Norfolk hotel sector and SEO was required to drive increased leads to the websites.
We undertook the task of creating a set of keywords to target for each of the hotels, which focused on driving more traffic for:
• Hotel Bookings
• Restaurant Bookings
• Spa Breaks
• Special Offers
• Self-Catering Breaks
• Business Networking
Naked have successfully improved the ranking of over 50 keywords, resulting in a website traffic increase every year.
After 18 months organic website traffic had increased by over 30%.
After 18 months organic website traffic had increased by over 30%
As online presence continued to grow, additional marketing support was required to help Abacus Hotels successfully deliver marketing campaigns.
We were able to act as an outsourced marketing support for the hotels during busy periods to assist with strategy on social media, digital advertising, offline marketing campaigns. Whilst our design studio was used to create literature for each of the hotels, including brochures, menus, leaflets and vouchers.
We needed to carefully consider branding, web design and marketing support for the brands.
After successfully growing the web presence for three hotels we had helped Abacus to grow their already large customer database.
This presented a significant opportunity to build further brand loyalty and drive increased bookings through email marketing.
We have helped the business to successfully run email marketing campaigns for the last three years, resulting in a sharp increase in repeat bookings.
One of our most successful email marketing campaigns generated 36 room night bookings and £6,000 revenue within 48 hours.
One of our most successful email marketing campaigns generated 36 room night bookings and £6,000 revenue within 48 hours