Challenge
Our challenge was to increase direct bookings and differentiate the hotel. Central Hotel London is based in Kings Cross London, where the competition of budget hotels is fierce. With Online Travel Agencies advertising big discounts and promotions we had to make the hotel stand out.
Solution
Our solution was to create a new brand story to differentiate our hotel from the rest of budget hotels in the area. Starting from within, we interviewed the two owners, Emmanuel & Arthur, for a few weeks to really get a feel for the aspirations and needs of the brand. As a result we created a beautiful story that stands out and encourages people to explore more & do more London.
Once we created our brand story we created a new content marketing strategy around our story. We built a new website and initiated new social media accounts to start building relationships with our current and potential guests.
We then focused on building the mailing list which grew exponentially by 460% (pre-covid) and had a very high rate of engagement. We identified our ideal audience and created content around them.
While we were devising valuable content we created an eBook called ‘How To Explore London Under £100’ for potential guests to download complimentary from the website. We also designed creative content for social media, on the product but on the story, on the experience.
We created a video shoot inspiring people to explore more of London. We worked with a French Influencer to create a campaign that helped us gain more exposure, stand out and inspire people explore more. (You can watch it below)
We’ve been building a strong relationship between our current and potential guests with our mailing list, our blog articles and our social media accounts.
Results
Within 12 months of creating consistent and valuable content we increased Central’s Hotel Direct Bookings by 1500%! We also increased website visitors by 230% and increased newsletter subscriptions by 120%.
VIDEO:
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17/02/2019
