Case study

Case Study:
How Lake District Hotels increased direct bookings using a single customer view

Lake District Hotels Case Study

More Direct Bookings

Direct bookings up 4% in the first six months of implementation.

Less third party reliance

Maintained overall occupancy whilst reducing third party bookings by 8%.

Improved ROI

Increased conversions from email and direct mail marketing.

FROM DISPARATE DATA TO PERSONALISED CAMPAIGNS.

Lake District Hotels had disparate data sources with no integration between their general marketing and reservations database. This made it hard for them to understand their customers’ lifetime value and send relevant, personalised campaigns.

They needed a single customer view to enable them to automate customer journeys with minimal time and resource.

Implementing Pure360’s PureIntelligence module made this possible and overall bookings increased by 4% in the first six months as a result.

ABOUT

Founded in 1983, Lake District Hotels is a collection of unique family-owned hotels in the heart of the Lake District. Their main marketing objective is to increase direct bookings and reduce third party commission whilst maintaining and increasing occupancy and revenue.

CHALLENGES

Like many hotel groups, Lake District Hotels had valuable guest information on legacy reservation systems with many incomplete or incorrect fields. For example, despite having a dog friendly policy, they had no way of identifying if a visitor had brought their dog with them.

The reservations database was not integrated with their general marketing database, so they did not have a detailed understanding of their guests’ journey and overall lifetime value.

Sending personalised, targeted campaigns based on customer lifecycle journeys and previous behaviour was almost impossible.

Cleaning the databases would have taken a significant amount of budget, time, and resource that was not available at the time.

James Pass, Online Marketing Manager explains “We wanted to be able to access our reservations data easily in order to target our previous guests in a much more efficient and personalised manner.”

In addition to email, Lake District Hotels also use direct mail as part of their overall mix. Like many marketing teams, they had issues with accurately attributing revenue and ROI per marketing channel.

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THE SOLUTION

Lake District Hotels is a long-standing Pure360 customer, using PureCampaign to create and send their email campaigns.

Adding Pure360’s PureIntelligence module was the natural solution to their data and personalisation challenges, as it offers a single customer view and automated customer journeys.

“We have used Pure360 for a few years and I thought PureIntelligence was the answer to our data management problems. Other solutions involved moving away from Pure360 and I didn’t want to do that.”

The Pure360 team ensured the onboarding process ran smoothly, meeting all of the hotel group’s specific needs.

The results

James Pass was pleased with how the process went: “Having Tracey (our PureIntelligence specialist) demo the system in person, then follow up with calls and screen shares to explain how to create customer journeys was invaluable.

Any questions I had were answered as soon as possible. Pure360 went above and beyond to get all our data synced with our reservations system, which was no mean feat due to the way the system we use is built.”

Pure360 went above and beyond to get all our data synced with our reservations system, which was no mean feat due to the way the system we use is built.

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