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Services used: Consumer Website with Member Login area and multi-tier users; member acquisition campaign
Circle Hotels represent more than 700 independent hotels, B&Bs and accommodation providers, promoting them to international tour operators and securing direct bookings.
Support by apt:
In order to make the website more user-friendly, we rebuilt the Circle Hotels website to appeal to three target audiences; consumers looking to book, accommodation providers who ar considering joining and tour operators who want to book clients into small, independent accommodation providers. Once the website was launched, the second project was a member acquisition campaign, working to grow the membership numbers. We compiled, verified and qualified a custom-built database of 800 contacts, before completing a campaign through email, direct mail and telesales.
The campaign to register more accommodation providers resulted in a 40% contact rate and a 10% conversion rate of the original 800 database.
The website has maintained retention of international tour operators, making it easy for them to book direct with accommodation providers, using their live diaries.
“We are pleased with the new clean look of our website and think it gives us an enhanced professional presence within our marketplace. The process of designing and developing the site with apt was relatively stress free. There have been no measurable benefits I can report as yet, although the feedback from tour operators, hoteliers and members of the public have all been enthusiastic. We consider quantifiable benefits are only likely to be noticed at the end of next season due to industry lead times, but are confident that had we not re-developed then there would have been a negative effect on our trade.”
Jenny Horsley, Director, Circle Hotels