Fringed by the Atlantic ocean, St Brelades Bay Hotel has a view that quite literally takes your breath away. The luxurious 4-star hotel located on Jersey in the Channel Islands houses over 70 rooms and suites and presents an array of facilities aimed at guest relaxation and satiety.
Loved and frequented by locals, the hotel prides themself on their generous hospitality and passionate service. From bayside dining to a re-energising visit to their state-of-the-art health club – the hotel really is a haven of tranquillity.
With long stretches of beach sand on one side of the property and well-tended gardens on the other, it’s no surprise that St Brelades Bay has gained popularity as a romantic idyll. In fact, the venue averages 30 weddings a year with a mix of beach and garden ceremonies. With such a high demand for the occasion, they even hosted their first Wedding Fayre in January, providing a picturesque venue for exhibitors and suppliers to showcase their services.
Avvio’s partnership with St Brelades Bay began in 2017 when the hotel wanted to increase their direct booking revenue and remove their reliance on online travel agency (OTA) distribution. Having seen a positive uplift in their direct channel, the hotel decided to trial Avvio’s digital services to further increase their direct revenue.
Marketing Manager Jane Patterson explains why they initially looked to Avvio: ‘’Seasonality places an important factor in our approach to digital. Depending on the time of year, the hotel accommodates a vastly different demographic of guests. In the summer months, much of our occupancy comes from families and holiday-makers, whereas in the shoulder period, and in particular over winter weekends, the hotel is largely occupied by locals from the islands.
We find that traditional methods, such as newspaper and print advertising, perform better when serving our local community. However, with the expanse of digitalisation, we knew we needed the expert support of Avvio’s digital services to reinvigorate our online platforms, enabling us to compete with other holiday destinations and better serve our varying guest audiences. We’re hoping our focus on digital will help to fill the remaining availability directly rather than relying on third parties such as the OTA’s.”
Jen Ryan is one of Avvio’s expert E-Commerce Managers. She works hand-in-hand with the team at St Brelades Bay, managing their Metasearch, paid search strategy and SEO management. Jen says: “It’s really gratifying seeing such an incredible uplift across their digital platforms since they began using our digital services.
Their Google Ads campaigns have performed phenomenally, in the 3-months we have worked on their account, the hotel has seen an incredible 43:1 return on investment on the paid search campaigns.
Their Metasearch success is no different. With a 20:1 return on investment, this additional channel ensures an overall ‘billboard effect’ for the hotel – providing potential guests with real-time availability and pricing, alongside guest reviews. It also exposes St Brelades Bay to new bookers who may not be familiar with the property.
As Jen continues, “Most importantly, however, they’ve seen a 22% increase in direct bookings since implementing Allora – our AI-powered booking engine. These direct revenue statistics are reflective since their shift to Allora and we anticipate a further increase in these figures over the coming months.”
So what’s next for one of the most beautiful hotels in Jersey?
Jane summarises: “2019 promises ongoing refurbishment to the hotel and a renewed focus on social. After seeing such positive results with Avvio’s digital services, it seems an obvious step for us to continue to utilise their expertise and we can’t wait to see what’s in store for St Brelades Bay next!”