Why a Book Direct Strategy is working for this London Boutique

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Why a Book Direct Strategy is working for this London Boutique

Tucked away in the leafy streets of Kensington, and a stone’s throw from Hyde Park, La Suite West Hotel is located in one of the most picturesque areas of London.

Purposefully designed to foster a sense of serenity, an almost Zen-like atmosphere envelopes each of the 79 rooms and suites. Each room is individually-crafted, with four-poster beds and modern marble bathrooms. This contemporary design is a perfect balance of comfort, technology and style credit to mastermind British designer Anouska Hempel, famed for her landscape design and high fashion.

La Suite West is part of the Bespoke Hotels portfolio and is the sister hotel to Bermondsey Square Hotel – a stylish hotel with 90 designer bedrooms, including a series of loft rooms overlooking London’s city skyline. Nirav Patel, Cluster Revenue Manager for Bespoke Hotels has worked with Avvio for a number of years and is an ambassador of our booking engine technology. “I really do love everything about the booking engine. From the guest user experience, to the innovative creative features and the insights and reports we receive from our E-Commerce Manager. It’s always easy to see where we have performed well as well as project ahead for busy periods.”

La Suite West is also home to London’s only Vegan French Pâtisserie. In an environment already saturated by high profile hotels and Michelin starred restaurants, this plant-centric cafe is a breath of fresh air after the hustle and bustle of the city. Cafée Forty One has become increasingly popular – their afternoon tea packages which provide a vegan alternative to French patisserie sell particularly well. The hotel even ran a Veganuary room rate package in January, enabling guests to enjoy a vegan culinary experience included in their room rate.

La Suite West has worked hard recently on their book direct strategy. A large proportion of their guests are from the Middle East, so the hotel has set up specific PPC campaigns with Arabic landing pages for example. In addition, they send out regular mailshots to their database to encourage guest loyalty and also provide unique codes for corporate bookers to reserve their room on brand.com.

Both properties are supported by Maribel Garcia, Avvio’s E-Commerce Manager, she explains more about the relationship:

“We’re seeing really consistent growth in direct booking revenue. They have seen a hat-trick of success with increased checked-in and booked revenue, as well as decreasing their cancellation rates. We’re also starting to see a great uptake in their average length of stay. This has increased considerably since implementing a new feature in the booking engine encouraging a longer length of stay.”

Nirav concludes: “We’d like to see a continued channel shift from the OTA’s to our direct channel. We’ve committed to a book direct strategy with Avvio which I am confident we can achieve. I’ve worked with other booking engine providers and they simply cannot generate the conversion Avvio does.”


By |2019-05-24T12:17:05+01:00May 23rd, 2019|Case Study|