Case Study: TAPLOW HOUSE HOTEL, RESTAURANT & SPA

Taplow House Hotel & Spa had undergone significant refurbishment and a change in management. This large investment led to a crucial requirement to increase awareness of the changes and brand new Spa facilities both locally, and to affluent areas further afield. Although the New Spa facilities were clearly a hook and important to promote, the challenges of boosting occupancy and enhancing profitability were across rooms and food & beverage sales too.

The objective was clear

Develop a digital strategy that could overcome these issues and significantly increase bookings and revenue.

Big Gun Digital was commissioned to devise and implement a comprehensive digital marketing strategy. This strategy was built on a three-pronged attack aimed at generating revenue for Spa & Leisure Facilities, driving Food & Beverage bookings, and securing new Room Bookings.

Key strategic elements included:

• Multi-Channel Advertising: The core of the strategy involved pay-per-click (PPC) advertising via Google Ads and targeted campaigns across Facebook & Instagram.
• Content and Website Optimisation: New video assets were created for social platforms, and existing landing pages were tweaked to improve conversion rates. Crucially, Big Gun Digital collaborated with pre-existing website developers to resolve long-standing GA4 tracking issues.
• Rapid Implementation: The team achieved a quick turnaround, mobilising instantly and setting up all advertising campaigns within just two weeks.
• Continuous Optimisation: A commitment to regular and careful optimisation ensured campaigns constantly improved, aiming to surpass initial successes.
• Transparent Communication: The Sales & Marketing Manager at Taplow House was kept fully informed through regular meetings and communication, using hotel feedback to refine campaign performance.

Specific campaign tactics included:

• Rooms Campaigns: Promotions like “Simply Summer” and “Bank Holiday at Taplow” were launched. Facebook Ads targeted “Overnight Stays” audiences in locations such as General UK, Berkshire, and Buckinghamshire, with interests including “Luxury travel” and “Boutique hotels,” and various age groups from 18 to 65+. Retargeting efforts focused on previous website visitors, users who liked the Facebook page, or purchased in the last 120 days. Ad copy emphasised luxury, serenity, and dog-friendliness.
• Spa Day Promotions: Campaigns like “Summers Spa Day” and “Exclusive Use Spa Packages” were distributed to Spa Breaks & Spa Seekers and promoted through email shots and local advertising. Facebook Ads for “Spa Days” targeted Buckinghamshire, Berkshire, Oxfordshire, Hertfordshire, and Windsor, along with competitors like Nirvana Spa and Danesfield House Hotel. Retargeting targeted those who had viewed the spa page or visited the website recently. Ad budgets for spa campaigns were increased, for instance, from £25 to £52 daily. Ad copy highlighted relaxation, Temple Spa treatments, and world-class facilities.
• Food & Beverage Initiatives: Promotions such as “Traditional Afternoon Tea with a Twist,” “Launch of Fish Fridays,” and “Father’s Day BBQ” were implemented. Facebook Ads for “Afternoon Tea” targeted locations including Buckinghamshire, Berkshire, and various High Streets, with interests in “Afternoon tea” and “Dining out”. Retargeting included those who viewed food pages or visited the website. Afternoon tea daily budgets were increased from £10 to £22. Ad copy specifically mentioned the £29.95 per person price point and the onsite pastry chef. Dining for the Garden Room and Terrace was also targeted in a 10km radius with “Dining Out” and “Food & Drink” interests.
• Google Ads Management: Daily budget checks, weekly bid management to maintain high ad positions, keyword optimisation, and blocking irrelevant keywords were crucial. New ad groups, including for “Dog Friendly Hotel,” were planned.

The implementation of the digital strategy delivered outstanding results for Taplow House Hotel & Spa:

• Occupancy Boost: The most significant outcome was a 130% boost in occupancy within just four months.
• Revenue Growth: The strategy generated a 96% increase in revenue month-on-month in the first month, specifically through spa bookings. This success was followed by a further 134% increase month-on-month in the second month of the partnership.
• Reach and Efficiency: The advertising campaign reached a remarkable 566,997 accounts with a total spend of £5009.12, resulting in a highly efficient cost of 0.8p per account view.
• Spa & Food & Beverage Success: Beyond rooms, the strategy led to a significant increase in spa bookings. The hotel also observed a notable increase in weekday afternoon tea bookings in their restaurant.
• Return on Investment: Overall, the strategy proved highly successful, demonstrating a great return on investment within the initial months of collaboration.