Cairns Colonial Club Resort's Journey to Boost Direct Bookings (+30%) and Visibility

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.

・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.