Case study | glh Hotels

How Greenlight improved the marketing performance of glh Hotels across the UK through advanced data insights.

The Client

glh Hotels is a British-based global hotel company which includes the Thistle brand, the Guoman collection of hotels, Clermont Hotels & Residences, and Amba Hotels. In May 2014, the company took the decision to allow each hotel to take ownership of their own marketing channels, as opposed to being managed centrally. Greenlight was tasked with providing data insights for each hotel to improve their individual performance.

The Objectives

glh Hotels set Greenlight three clear objectives with the overall aim of improving the digital presence of all the company’s hotels. These were to provide more transparency for each hotel, increase international activity and drive sales and revenue under 15% CoS (Cost of Sales).

The Strategy

  • Greenlight needed to provide each hotel with flexible reports, detailing both top line and granular level of performance. This would also help Greenlight to identify which hotels needed more focus during the month.

  • Utilising its proprietary analytics tool, OneHydra, Greenlight generated two types of classification. One at a top line level to provide a quick overview of performance, and the other looked at in-depth keyword detail for each hotelier to drill down into their performance.

  • The implementation of this type of performance monitoring has assisted glh Hotels in quickly adjusting budgets and optimising at a hotel level much more effectively.

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Data Insights

Overall Results
  • INCREASE IN ROI

  • DROP IN CoS

  • IMPROVEMENT IN ROI FOR THISTLE BRIGHTON

Client Testimonial

“We are thrilled with how Greenlight’s innovation has improved our PPC performance. Their OneHydra technology is now integral to our marketing toolkit – allowing us to be more dynamic and tactical in search than ever before.”

Tom Purdie, Digital Marketing Manager,
glh.

Results

  • Thistle Brighton

    Improved their ROI by 577%

  • Thistle Holborn

    Experienced a 52% drop in CoS%

  • Increased brand awareness

    All within the individual hotels’ CoS targets

  • ROI INCREASED BY 61%

    This is taking into account all hotels across glh

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