How Greenlight improved the marketing performance of glh Hotels across the UK through advanced data insights.
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.
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).
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.
INCREASE IN ROI
DROP IN CoS
IMPROVEMENT IN ROI FOR THISTLE BRIGHTON
Improved their ROI by 577%
Experienced a 52% drop in CoS%
All within the individual hotels’ CoS targets
This is taking into account all hotels across glh