Marketing and analytics
for a five-star hotel
The hotel was empty in the off-season. Advertising was working blindly — it was unclear what was bringing in money. We built a marketing strategy based on numbers: strategy, advertising, website, analytics — and filled the hotel all year round.
revenue growth in the off-season
hotel occupancy growth
average room price growth
revenue per room growth
What the hotel came with
A five-star resort on the first line — but the rooms were empty in the off-season
An empty hotel for half a year
From October to April, occupancy dropped sharply. The Krasnodar region is a seasonal region, and the hotel just waited for summer, losing money every month.
The website didn't work for sales
More than 30% of bounce rate, page depth is less than 1 page, time on site is less than a minute. The guest came in and left without understanding what kind of hotel it was.
Booking only by phone
No online booking. To book a room, you had to call. The booking service didn't know how to sell — they let customers go with a wave of the hand.
Blind advertising
The only advertising channel was Yandex networks, without a strategy or optimization. It was unclear how much a client cost and which ads brought bookings.
Didn't know their guest
The target audience was not studied. There is no guest profile, no analysis of competitors, no understanding of who comes in the off-season and what is important to them.
No guest retention
No loyalty program, no guest database. A person came once — and the hotel forgot about them. No emails, reminders, or personalized offers.
What we did
Built marketing from scratch — from audience research to end-to-end analytics
Researched the audience and competitors
We created a guest portrait: in the off-season, 90% are from the Krasnodar Krai, they come for the weekend with their family, and make a decision in one to two days. In the season, the audience and offers are different. We analyzed the marketing of all competitors.
We developed a new website
We conducted research, built a customer journey map, and designed according to the brand book. We integrated TravelLine for online booking. Now a guest can book a room in 2 minutes right on the website.
We launched advertising on all channels
Pay-per-click advertising on Yandex.Direct and Google Ads, targeted advertising on social media, remarketing, display advertising. We created specific creatives and offers for each audience segment.
We developed offers and promotions
Early booking, Black Friday with a 40% discount, free accommodation for children up to 12 years old, New Year's program, velvet season. Each offer has its own creative and targets a specific audience segment.
We set up remarketing along the sales funnel
60% of bookings are made by guests who visited the website more than twice. We divided the audience into funnel stages and targeted ads at those who didn't complete a booking.
We intercepted competitors' customers
We launched ads targeting competitors' brand queries. The booking conversion rate was 1.93%, which is 2.6 times higher than for retargeting campaigns. Competitors did the same — we protected our brand in search.
We restructured the booking service
We analyzed manager dialogues, wrote sales scripts, and set up funnels in CRM. We implemented automatic processes for handling incoming inquiries — no lead is lost.
We launched a loyalty program
We segmented the guest database and conducted RFM analysis. We implemented trigger-based messaging via messengers and email. Now the hotel reminds guests of itself and brings them back with personalized offers.
We developed B2B and business tourism
We connected as many booking platforms as possible through Channel Manager: Yandex.Travel, Ostrovok, and others. We prepared separate presentations and commercial offers for business tourism.
We took responsibility for reputation
Reputation management across the entire internet: reviews on search engines, recommendation systems, forums, and social media. We developed an SMM strategy — visuals, texts, stories.
We highlighted unique advantages
The only five-star hotel on the first line, 70 meters from the sea. Rooms starting from 35 sq.m. — competitors offer 14–18 sq.m. Infinity pool, 24-hour dining, free parking.
We forecasted a media plan
We secured the advertising budget for the year ahead. We signed barter contracts with regional media platforms for maximum reach on a limited budget.
End-to-end analytics
Data from 7 systems in one report that updates every morning
Google Data Studio
End-to-end report for Grand Hotel Anapa
How the system works
Data from CRM
Orders, revenues, leads, deal stages from Bitrix24 are downloaded to the storage
Advertising and analytics
Data from advertising accounts, Google Analytics, Calltouch is loaded via connectors
Data integration
SQL queries in Google BigQuery connect everything by dates and campaign identifiers
The report is ready
Management opens the dashboard in the morning and sees up-to-date figures for yesterday
8 report sheets
General data
Revenue, conversion, cost per lead, return on investment
TravelLine
Booking funnel on the website by steps
CRM only
Orders by phone, messengers, manually
Advertising sources
Depth, bounce rate, duration by channels
Conversions
Associated conversions from Google Analytics
Demographics
Goals, conversions and users by gender and age
Geography
Geomap — which cities guests come from
Interests
Categories of website audience interests
Results in numbers
Comparison of off-season months with the same period last year
Revenue +70%
In November, revenue increased by 70%, in December — by 49% compared to the same months a year ago. The hotel earns money in the off-season, rather than waiting for summer.
Occupancy +19%
In November, occupancy increased by 19%, in December — by 7%. Rooms that used to be empty are now occupied. The target was +15% — we exceeded it.
Room price +20%
The average room price increased by 20% in November and December. The hotel not only attracted more guests — it is selling rooms at a higher price.
Revenue per room +30%
Net revenue per room increased by 30%. This is a combination of two factors: higher occupancy and higher prices. Each room generates more money.
Guests stay longer
The average length of stay increased to 3 nights in November and 2 nights in December. Previously, guests stayed for one night — now they stay longer.
Transparent marketing
Every morning, management sees an up-to-date report: how much a customer cost, which advertising worked, where the funnel is losing people. Decisions are based on numbers, not intuition.
Do you want to keep the hotel full all year round?
Marketing, analytics, website, advertising — all in one place. Tell us about your business — we'll show you what can be done.