There is the old adage that it costs five times as much to attract a new customer as it does to keep an existing one. And while most hotels strive to build repeat business, some destinations, by their very nature, make this difficult to achieve.
Take, for example, the city of Kilkenny in Ireland. While thousands of tourists flock to Kilkenny to take in the castles, cathedrals, and history, getting repeat business can be tough. The city is not a major hub for business travel. Here’s how the Kilkenny Hibernian Hotel partnered with Sojern and RevDirect™ to drive more incremental direct bookings.
The Kilkenny Hibernian Hotel has everything but the repeat business
With beautifully designed rooms and a superb location, The Kilkenny Hibernian Hotel is one of the best in the city. Located a short walk from all of the main tourist attractions and shopping district, there is plenty to see and do for visiting guests.
“The city is primarily a leisure destination, rather than a business hub,” says Joanna Hannick, Director of Sales and Marketing. “Therefore, our acquisition strategy is largely focused on drawing new guests to our hotel.” When the Sojern team approached Hannick with the RevDirect solution, she knew it would be a great way to drive more direct bookings to the website, in addition to her team’s existing digital marketing efforts.
Sojern’s RevDirect reaches completely new guests for Kilkenny Hibernian Hotel
An audience of millions of traveller profiles and billions of search and booking signals, means that Sojern can reach in-market travellers with relevant messaging as they plan their holidays. Prospecting and retargeting raises brand awareness and keeps their messaging top of mind, driving guests to the Kilkenny Hibernian Hotel’s site where they can book direct.
Kilkenny Hibernian Hotel grows direct booking revenue with RevDirect
“We’ve seen a huge uplift in conversions in our website. So that’s been a huge key to our success in the last year,” explains Hannick. “We’ve grown revenue 49% since June 2017. Sojern has contributed 10-12% of that.” Sojern has driven €14,481 in incremental direct bookings to the Kilkenny Hibernian Hotel to date with RevDirect.
“I’m very happy with the results. I can see the growth in our bookings driven to our website. For me, Sojern makes perfect sense because it’s like adding another strand to our marketing bow. And with RevDirect, I’m exposing the hotel to a totally different audience I probably never would have been able to reach by myself.”
Want to know how RevDirect can work for your property? Get in touch now.