01
Platform
The heart
Raithwaite Sandsend
A *1,800% return* for a Yorkshire coastal hotel.
A digital campaign that blended targeted PPC, paid social and on-site SEO to drive traffic and boost bookings for an award-winning Yorkshire hotel after lockdown.
The numbers
1,800%
ROI
99.5%
Hotel occupancy
292K
Unique visitors
£120k+
Saved on travel agent commission in three months
02 / 06
The challenge
Closed by lockdowns, *and needing to win back lost earnings.*
Raithwaite Sandsend is a four-star coastal retreat between the North York Moors and Sandsend beach, with a host of recent awards including Most Sustainable Hotel of the Year.
The hotel came to us after being hit hard by waves of Covid lockdown restrictions. It already had a loyal customer base and a strong offering, and wanted a B2C campaign to help make up for earnings lost over long periods of closure.
The targets were clear: more booking conversions, more web traffic, more direct bookings, higher room occupancy and top-three search rankings for targeted keywords.
03 / 06
The B2B lead generation system
The parts of the system we used.
This campaign used two parts of the system. Paid search and SEO put the hotel in front of people searching for a break, while paid social and retargeting kept it in front of the right audiences as restrictions changed.
The system diagram is drawn here by the page script, lighting the parts that have copy below.
02
CRM & data
The brain
03
Reactive
Availability
Targeted paid search drove traffic straight to the hotel's website, while on-page content optimisation, technical improvements and internal link analysis delivered major ranking improvements in organic search.
04
Proactive
Broadcast
Paid social ads focused on specific locations as local lockdown restrictions changed, and retargeting ads reached 292,000 unique users, with 1.15m impressions generating 45,000 clicks.
05
Thought leaders
Personal brand
06
Citations
Third-party proof
04 / 06
What we did
Built on insight, *updated in real time.*
Square 1:1
Step 01
Build on customer insight
Raithwaite's clientele is discerning and demanding, so we used in-depth customer insight to shape a six-month campaign before going live with paid search, paid social and SEO. The messaging focused on Yorkshire's main selling points and the growing demand for UK coastal and country breaks.
The aim throughout was to drive traffic to the hotel's website and lift the conversion rate from visits to bookings.
Square 1:1
Step 02
Target by place, in real time
With people wanting to avoid crowded city centres, paid search and paid social focused on specific locations as local restrictions changed.
We worked in an agile way, analysing user behaviour, recognising patterns and updating the campaign in real time to reflect changes in buying behaviour and give Raithwaite a competitive edge.
Square 1:1
Step 03
Strengthen organic search
On-page content optimisation, technical improvements and internal link analysis delivered major ranking improvements for the hotel's website.
05 / 06
In their words
Our PPC campaigns are consistently performing, and the team is constantly making significant SEO improvements to our site. Our bookings have greatly increased thanks to their expertise!
Max Hunter
Director
·
Raithwaite Sandsend
06 / 06
The results
What changed for
Raithwaite Sandsend
Website visitors became paying guests in record numbers. The conversion-centred "Back to Business" campaign strengthened Raithwaite's future booking pipeline, and the hotel bounced back after lockdown restrictions eased.
R01
1,800%
ROI
The conversion-focused campaign returned 1,800% on investment.
R02
99.5%
Hotel occupancy
Hotel room occupancy reached 99.5%, and bookings driven straight to the site saved over £120,000 in commission in just three months.
R03
292K
Unique visitors
Retargeting ads reached 292,000 unique users, with 1.15m impressions generating 45,000 clicks.
In short
Every direct booking is *a booking without a commission.*
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