Ecorancho — a country hotel near Moscow

ClientEcorancho, country hotelNicheHoReCa, Moscow regionThe team from Ecorancho, a country hotel not far from Moscow, came to me. We met, shook hands and went through where the hotel stood.

First we dig into the marketing analysis to understand the facts behind bookings, how occupancy behaves and how guests buy. For that we use Travelline, where the front desk works, and Yandex Metrica for traffic channels and booking sources.

The picture is clear. Most bookings come from direct visits and from search by the hotel’s own name. That means the guests are mostly returning ones. People love resting here, and that is good. There is something to work with.

Building a full-cycle system starts with strategy, the central selling idea and the concepts behind it, and then moves on to landing pages, the traffic system, the sales funnel and the sales team.

To see what works and not to spin the budget for nothing, we have to track every point where the client meets the brand. The site and the social accounts are where the client lands from an ad campaign and moves on to the purchase.

The key places have to convert. That directly drives CPO (cost per sale) and ROMI (return on marketing investment).

Next comes the CJM and the rebuild of the site. The main task here is to make the site as simple and clear for conversion as possible. The user has to feel, without thinking, how and when to take the target action — call, book, pay.

Now we switch on advertising in several channels.

8,7Mroubles earned in the first month on 140 thousand of ad spendIn the first month we spent 140 thousand roubles on ads and earned 8,7 million. We used VKontakte and Yandex Direct. Users made 68 purchases through the site worth 2,6 million roubles. But most of them bought through the sales team, over the phone.

1761%ROMI in the first month for the new online channelSince part of the clients are repeat sales, we count ROMI (return on marketing investment) for the new online channel only. We get 1761%. Good for a start.

A year later

After the first results we kept working on the sales funnel. As the main channels we again kept the 2 tools that returned best and brought quality leads — VKontakte and Yandex Direct.

Results

6,5Mroubles of net income from ad channels every monthA year later the ad budget came down to 80-100 thousand roubles. Net income from the ad channels grew to 6,5 million roubles every month. Another 4 million or so comes through the sales team.

Worth noting that HoReCa has a seasonality index: in summer the income reaches 19-25 million roubles. The cost per lead falls and occupancy grows.

6454%final return for an average monthTo get the dry numbers, we count ROMI for an average month and only for the online channel, and get a final return of 6454%.

A clear example of how long work gives even bigger results as it gathers data, a better architecture and audience bases.

In the name of the impression, the click and the holy conversion.