Surpassing industry trends with The Celtic Collection
Client
The Celtic Collection
Platform
Wordpress
Services
SEO, Analytics, Website Development and Digital Strategy
4%
YoY increase in items purchased
4%
YoY increase in item revenue
The Opportunity
The Celtic Collection is a family of luxury hotels and lodges, born in Wales from the legacy of the Celtic Manor Resort. Each venue has its own personality, offering something different to each one of their guests.
This project was a continuation of a trusted four year digital partnership between Propeller and the leading hospitality group.
The Celtic Collection was experiencing a decline in website traffic and number of bookings, directly mirroring wider industry trends. Recognising the pressing need for digital optimisation and to reverse the drop, the Celtic Collection turned to us for a digital strategy that would deliver on their objectives of traffic increase as well as bookings increase.
The Discovery
We conducted a thorough audit of The Celtic Collection’s digital efforts, where we identified some quick wins as well as long-term opportunities in SEO and analytics. We initially focused on three key brands within the Celtic Collection with the highest revenue potential. After a technical audit of each website’s performance, we identified technical weaknesses and areas for improvement that would deliver quick shifts for our client.
Following the audit, our SEO team adjusted the strategy, carried out detailed keyword research, competitor analysis, and industry research related to the brand’s key pillars, to improve brand discovery and user engagement.
Our Analytics team identified opportunities to improve data tracking across paid media, as well as visibility into the different types of bookings customers could make. As a result, we integrated fragmented data into a centralised analytics dashboard, where it was all very clear and easy to read. Restaurant booking data across separate platforms and customised gift vouchers were also integrated to provide greater transaction visibility. Finally, we introduced an automated chatbot to handle customer inquiries more efficiently.
The Result
Within just four months, Propeller’s expanded digital approach delivered impressive results. The three targeted brands not only rebounded from their 2023 slump, achieving positive year-on-year growth, but outperformed key industry competitors. While other UK 4 and 5-star hotel websites faced significant declines in traffic, bookings, and revenue, Celtic properties exceeded industry benchmarks with a +4% increase in items purchased and a +4% increase in items revenue.
