Cairns Colonial Club Resort's Journey to Boost Direct Bookings (+30%) and Visibility
Cairns Colonial Club Resort, set in 11 acres of rainforest gardens, boasts 345 modern rooms, three lagoon-style pools, a man-made beach, a Conference & Functions Centre, and the Thirsty Flamingo Poolside Bar & Dining. It’s an ideal tropical getaway with easy access to major attractions like the reef and rainforest.
Challenges
Cairns Colonial Club Resort is striving to reduce reliance on OTAs, improve profitability, and strengthen brand control. In addition to challenges with brand awareness and online visibility, consolidating marketing reports remained difficult, hindering agile strategy adjustments.
D-EDGE Solutions
In a proactive move, Cairns Colonial Club adopted D-EDGE’s Central Reservation System (CRS) suite along with its Digital Media platform, MediaGenius, to tackle these challenges. These tools streamline distribution across GDS, OTA, and direct channels while enhancing hotel visibility in key markets. They also effectively optimise distribution costs and provide consolidated marketing campaign reports, facilitating dynamic shifts in marketing strategy.
D-EDGE MediaGenius is a game-changer for our digital marketing efforts. By seamlessly connecting us to Search, Metasearch, and Display channels, it amplifies our hotel’s visibility in key feeder markets while controlling distribution costs. The intuitive self-service platform provides comprehensive insights into campaign performance, empowering us to fine-tune our strategies effortlessly.
Impacts
・Launched in October 2022, the hotel’s paid search, metasearch, and display campaigns have consistently yielded outstanding results. Initially managed by D-EDGE, the hotel transitioned to a self-service model in 2023, and decided to return the management of the campaigns to D-EDGE in 2024.
・From January to December 2023, Cairns Colonial Club Resort achieved a 14% increase in direct revenue through digital marketing campaigns with a mere 4.4% distribution cost and a ROI x23.
・From January to June 2024, direct bookings increased by 30% vs Jan-Jun 2023, the distribution costs dropped down to 3.8% and ROI increased to x26.
・Additionally, the hotel maintains full transparency over budget allocation and results across all digital channels – Paid Search, Metasearch and Display.
The results after 6 months
23X
Search
4.3% Distribution cost
35x
Metasearch
2.8% Distribution cost
30X
Display
3.3% Distribution cost
*Results period: January – June 2024
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