Ireland consistently punches above its weight on the tourism front. After six consecutive years of growth, a record 10.3 million people visited the Emerald Isle in 2016. That’s more than double the actual population of the country!
And while this presents an opportunity for Irish hoteliers, it remains a challenge, especially for boutique properties, to stand out in a crowd, without over-relying on third parties to gain exposure. Here’s how we worked with our partner Muckross Park Hotel & Spa to increase their website traffic and drive more direct bookings.
Muckross Park has a rich history of hospitality
Voted one of the top 25 Luxury Hotels in Ireland, the Muckross Park Hotel is nestled in Killarney National Park, in the Southwestern part of the country. The first dwelling on the site was built in 1795, and it operated as a hunting lodge until the early part of the 19th century, when it became the first hotel in the area. The location offers guests spectacular walking trails, cycle routes, historic tours, horse riding and lake activities.
The team understands the importance of direct bookings
Director of Sales and Marketing, Brian Miley, and his team incentivise direct bookings by offering perks for those who do—including free access to their spa, and a best-rate guarantee.
Sojern understands the importance of a direct booking on a hotelier’s bottom line, and our team knew that our RevDirect™ solution would be a perfect fit for Miley and his team to achieve their goals.
“I could see that it was working for other properties,” explains Miley. “So we re-allocated some of our Search Engine Marketing (SEM) budget to RevDirect, to see how it worked, as a sort of trial.” Muckross Park began utilising RevDirect in September of 2017.
RevDirect drive more web traffic—and bookings—for Muckross Park
Muckross Park has definitely seen results from RevDirect. Since starting, RevDirect has driven €97,451 in incremental direct booking revenue—which contributed to their online revenue growth of 50%. More than that, RevDirect has helped drive more general website traffic to the site. January 2018 alone saw a 43% growth in overall website traffic.
“As a hotelier and as a business, we can be wary of technology companies over-promising, and it’s often not clear if it’s a solution that’s suitable for us,” continues Miley. “But since the beginning of our partnership with Sojern and RevDirect, we’ve been impressed with the results, and the professionalism of the team.”
Interested in learning more about how RevDirect can work for your property? Get in touch now.