Hand Picked Hotels (HPH) is a collection of 21 unique country house hotels located across the UK and Channel Islands (if you've never stayed in one, you absolutely should!). Over tea and cucumber sandwiches one day, they asked Found to help them grow their market share and broaden brand awareness in the wedding, spa, dining and event space.
In short, to help them become less ‘hotel-centric’ and room dependent. In technical KPI terms, they challenged us to deliver a 15% increase in quality enquiries, to lower their CPE by 10%, improve their enquiry-to-booking rate and reduce the cost-per-booking below £500. Clearly, we were cock-a-hoop at the opportunity to show them our moves.
Solution: Web of Moments
We set out to deliver a more sophisticated, ‘hand picked’ approach to the way HPH marketed themselves to their prospective customers.
To ensure we delivered only the highest quality enquiries, we started by building out a number of hyper-granular paid search campaigns to cover all 21 of the hotel group's locations. We then used a combination of search, display and social media channels, working seamlessly alongside one another, to drill down into the Web of Moments and deliver specific messages to Hand Picked Hotels’ prospective customers at specific times along the path to conversion.
The soft, not hard, sell soon proved its worth.
Results: Frankly Stupendous
A 32% uplift in enquiries — more than double the target of 15%.
A 12% drop in the cost per enquiry, beating the 10% drop in CPE.
A 76% jump in bookings with a 34% decrease in the cost per booking.
"This award is an acknowledgment of all of the great work that Found do, how that work affects their customers and the digital advertising ecosystem as a whole. It’s fantastic to see digital marketeers with such sound performance roots make the large but successful leap into effective creative. Found has it all - a focus on performance, a creative edge, fantastic people, sound measurements, great results and a clear customer focus. We are looking forward to what they do next."
Helene Ambiana – Head of Google Partners EMEA
“Found delivered beyond our expectations with their clever Paid Media and YouTube campaign. The fine-tuned approach to audience targeting has brought great results with incredible engagement rates, which smashed all industry benchmarks.”
Steve Osaer – Fender
“Found have proven themselves to be an immensely valuable extension to our in-house marketing team. Their wisdom and commitment to deliver has turbo-charged our digital media strategy and we’re excited about how, together, we can continue to build the Hand Picked Hotels brand online.”
Janina Downey – Hand Picked Hotels
“Found’s ability to think outside the box has boosted both awareness and engagement with our core target audience. Their combined skills in SEO, content – including video – and paid media have cleverly thrust YHA into the mind-sets of key influencers in the travel and lifestyle community, which will significantly help us to drive long term growth and loyalty.”
Jon Smith – YHA England & Wales
"Found’s impact has been staggering. Their ability to plan effective, time-sensitive search marketing strategies has transformed our ROI."
Fiona Ferguson – Canterbury of New Zealand
"We have been very pleased with the performance, energy and attention to detail the Found team have given us. We’ve seen significant uplift in key PPC metrics across the board, including a 1763% YoY rise in ROI for our Father’s Day campaign."
James Atkinson – Funky Pigeon
We set out to deliver a more sophisticated, ‘hand picked’ approach to the way HPH…