Rowan
A brand and paid search programme that pulled Rowan’s bookings away from the travel platforms and back onto its own site.
(Sector)
Boutique Hospitality
(Year)
2023
(Timeline)
3 Months
(Services)
Brand & Content
Growth Strategy
Marketing & Demand
Rowan’s four properties were full, but the platforms took a fifth of every room night. Guests discovered the hotels through aggregators, and the group’s own site read like a booking form rather than a reason to stay.
We gave each property a story worth booking directly for, defended the brand terms in search, and rebuilt the booking path so the direct rate was the obvious choice. A simple loyalty offer gave returning guests a reason to skip the platforms altogether.
Direct bookings now carry a far larger share of the calendar, and the commission Rowan keeps funds the marketing that earned it.
+41%
Direct bookings
-27%
OTA commission
3.6x
Paid search ROAS
