The Challenge
Cottage in the Wood, a breathtaking 36-bedroom country house hotel, offers boutique interiors and stunning countryside views. However, when we first partnered with them, the hotel was heavily dependent on Online Travel Agencies (OTAs) to maintain occupancy—OTAs accounted for nearly 80% of their bookings.
With ambitious growth and refurbishment plans, Cottage in the Wood sought Formula’s expertise to reclaim direct bookings and attract a new, younger audience to their property.
The Solution
Formula implemented a comprehensive strategy combining SEO, email database nurturing, and conversion rate optimisation to transform the hotel’s booking mix. Through these efforts, ‘direct’ became the dominant revenue channel, now representing 79% of total bookings.
A key part of the strategy was making direct booking more attractive. We introduced an exclusive 5% discount for guests who joined the 100-Club mailing list, successfully engaging a younger audience and reinforcing the benefits of booking directly.
The results were nothing short of transformational, with significant growth in digital visibility, organic search traffic, and direct revenue.
The Results
Increase in direct bookings
0%Growth in monthly organic website sessions
0%Increase in average daily rate
+£0What Cottage in the Wood Had to Say
“The strategic vision that Formula has brought to our business has been fantastic. ‘Direct’ is now our number one channel for bookings.”
– Julia Davies, Owner
Ready to Take Control of Your Direct Bookings?
If your hotel is relying too heavily on OTAs, Formula can help you flip the script and drive more direct revenue. Get in touch today and see if you qualify for The Hotel Growth Formula.
