glh Hotels

Improving the marketing performance of glh Hotels across the UK through advanced data insights

The Objectives

glh Hotels set us three clear objectives with the overall aim of improving the digital presence of all its hotels. These were to provide more transparency for each hotel, increase international activity and drive sales and revenue under 15% COS (cost of sales).

The Strategy

  • We needed to provide each hotel with flexible reports, detailing both top line and granular levels of performance; this would also help us identify which hotels needed more focus during the month
  • Utilising our proprietary analytics tool, we generated two types of analysis; one at a top line level to provide a quick overview of performance, and the other looked at in-depth keyword detail for each hotelier to drill down into their performance
  • The implementation of this type of performance monitoring enabled glh Hotels to quickly adjust budgets and optimise at a hotel level much more effectively

The Results

  • 61% increase in ROI
  • 32% drop in COS
  • 577% improvement in ROI for Thistle Brighton
  • 52% drop in COS% for Thistle Holborn
  • Increased brand awareness
  • All within the individual hotels’ COS targets