Crieff Hydro Family of Hotels

Revenue through email marketing

Up over 200% year on year

Website cost of sale

Down from 9.6% to under 6%

Introduced four automated email programmes

Generating over £350k in six months

Engaged opted-in email contacts

Up over 100% in 2020

“We appointed Debbie as we first entered lockdown in 2020. She reviewed all of our marketing systems and processes quickly, introducing new ways of working. This streamlined activity to allow us to focus more on driving revenue and measuring performance. Guest data became an integral part of our strategy and the improvements made gave our recovery a massive boost. We out-performed our competitors and the marketplace in both occupancy and rate. Debbie has helped transform our marketing and continues to help us with new initiatives and data driven insight to support the overall business”.

Nic Oldham
Head of Customer & Commercial

Crieff Hydro Family of Hotels

It was March 2020 when we were appointed to support the seven hotels in the Crieff Hydro Family. The project began with a review of their database and digital marketing infrastructure. This quickly grew to encompass the whole marketing mix including campaign planning and offering support and mentoring to the in-house marketing team.

In a short space of time, processes and activity was reviewed, recommendations put forward and then implemented.

Key projects included:

Review of the CRM, fix of data issues, set-up of fixed data segments and automated feed of data from CRM to email platform (previously all manual).
Creation of four automated email programmes including; 73 pre and post stay emails, refer a friend campaign, onboarding journey for new subscribers and birthday rewards campaign Total revenue generated through these emails since July 2020 – £350k.
Appointment of a new digital marketing agency to reduce website cost of sale and focus on driving direct business.
Several web development projects completed to improve website conversion and grow incremental revenue.
Development of an integrated campaign calendar and plan to link activity across digital and offline channels.

And the results have been amazing. Database tidy up means we have more than doubled the engaged email contacts. Revenue driven through campaigns and email marketing has topped over £2.2million in just 6 months.

The 2020 Black Friday sale drove record breaking revenue numbers across four days. This accounted for 25% of Black Friday revenue driven through the whole Avvio booking engine platform across all of its 86 UK customers.

Crieff Hydro Family of Hotels

Revenue through email marketing

Up over 200% year on year

Website cost of sale

Down from 9.6% to under 6%

Introduced four automated email programmes

Generating over £350k in six months

Engaged opted-in email contacts

Up over 100% in 2020

Nic Oldham
Head of Customer & Commercial

In a short space of time, processes and activity was reviewed, recommendations put forward and then implemented.

Key projects included:

Review of the CRM, fix of data issues, set-up of fixed data segments and automated feed of data from CRM to email platform (previously all manual).

Creation of four automated email programmes including; 73 pre and post stay emails, refer a friend campaign, onboarding journey for new subscribers and birthday rewards campaign Total revenue generated through these emails since July 2020 – £350k.

Appointment of a new digital marketing agency to reduce website cost of sale and focus on driving direct business.

Several web development projects completed to improve website conversion and grow incremental revenue.

Development of an integrated campaign calendar and plan to link activity across digital and offline channels.

And the results have been amazing. Database tidy up means we have more than doubled the engaged email contacts. Revenue driven through campaigns and email marketing has topped over £2.2million in just 6 months.

The 2020 Black Friday sale drove record breaking revenue numbers across four days. This accounted for 25% of Black Friday revenue driven through the whole Avvio booking engine platform across all of its 86 UK customers.