Overview

Client: Independent 32-room boutique countryside hotel
Location: South West England
Objective: Increase direct website bookings and reduce reliance on commission-based booking platforms

At the beginning of the campaign, over 70% of reservations were coming through third-party booking websites, significantly reducing profit margins due to high commission fees.

The hotel needed a data-driven SEO and PPC strategy to regain control over its direct revenue and improve booking efficiency.

The Challenge

The hotel was facing several key growth barriers:

  • Booking platforms outranking the hotel for its own brand name
  • Low visibility for high-intent local and destination-based searches
  • No structured or optimised Google Ads campaigns
  • Poor mobile booking experience, leading to drop-offs
  • No remarketing strategy to re-engage visitors
  • Heavy dependence on commission-based booking platforms

At this stage, direct bookings accounted for only 29% of total reservations.

Our Strategy

To address these challenges, we implemented a multi-channel growth strategy combining SEO, PPC, and conversion optimization.

1. SEO Rebuild

We rebuilt the hotel’s organic presence from the ground up:

  • Complete technical SEO audit and fixes
  • Website page restructuring for better crawlability and UX
  • Destination-based keyword targeting (e.g., countryside stays, local attractions)
  • Implementation of structured hotel schema
  • Full mobile optimisation for improved performance

2. Google Ads (PPC) Campaign Management

We launched and optimised targeted paid campaigns:

  • High-intent search campaigns targeting booking-ready users
  • Brand protection campaigns to prevent OTAs from dominating branded searches
  • Remarketing campaigns to re-engage website visitors
  • Advanced conversion tracking and continuous optimisation

3. Direct Booking Conversion Optimisation

We improved the website’s ability to convert visitors into bookings:

  • Simplified and streamlined booking journey
  • Enhanced mobile UX and speed
  • Clear messaging: “Best Rate When Booking Direct”
  • Added trust signals (reviews, guarantees, secure booking badges)

Results (6-Month Campaign Period)

The results delivered strong, measurable growth:

  • 138% increase in organic traffic
  • 61% increase in direct website bookings
  • Direct bookings grew from 29% to 52% of total reservations
  • 24% reduction in commission paid to booking platforms
  • 3.5x return on ad spend (ROAS) from PPC campaigns
  • 42% increase in direct revenue

Our Hotel SEO & PPC Packages

SEO Packages

Foundation SEO – From £500/month

  • Keyword strategy
  • On-page optimisation
  • Technical SEO improvements
  • Google Business Profile optimisation
  • Monthly reporting

Growth SEO – From £1,000/month

  • Advanced destination targeting
  • Experience-based landing pages
  • Content strategy
  • Conversion improvements
  • Quarterly strategy reviews

PPC (Google Ads) Management

PPC Management – From £300/month

  • High-intent search campaigns
  • Brand protection campaigns
  • Conversion tracking setup
  • Monthly optimisation
  • Performance reporting

(Ad spend billed separately)

SEO + PPC Growth Package – From £1,600–£2,400/month

Designed for hotels serious about scaling direct bookings:

  • Full SEO strategy
  • Complete Google Ads management
  • Remarketing funnels
  • Booking funnel optimisation
  • Ongoing performance optimisation

Want Similar Results?

If you run a boutique hotel, spa retreat, or countryside property in the UK and want to increase direct bookings while reducing OTA commissions, we can help.