Hotel revenues transformed by Adsertor

Leading hotels and restaurants have praised the impact an industry leading data technology system is having on their businesses.

Dozens of establishments across the UK are now using Adsertor to help transform their customer data and how they use it to personalise their marketing activity.

Two high profile hotels that have introduced Adsertor are Eccleston Square Hotel in London and Michelin starred Northcote Manor in Lancashire.

Eccleston Square has reported a 46% increase in direct bookings and a reduction of 43% in its reliance on OTAs. It has also seen a quadrupling in its website conversion rate in just six months.

Northcote Manor has worked closely with Adsertor to make its marketing more personalised. Email marketing campaigns have so far given a 30 times return on investment.

The Adsertor technology was singled out for praise by Eccleston Square directors James and Olivia Byrne at the recent Hotel Investment Forum 2018, held at the Hotel InterContinental in Berlin. The event, which was celebrating its 20th anniversary, attracts over 2,000 hospitality and tourism decision-makers from more than 70 countries.

Adsertor has been developed by ITM Group whose board includes CEO Tim Roberts and board members Chris Eddlestone and Jonathan Langston. All three were responsible for building the Annual Hotel Conference in Manchester into one of the hospitality sector’s foremost events.

Jonathan is a former COO of CBRE Hotels and the co-founder of hotel intelligence company HotStats, while Chris is Global Head of Hospitality and Leisure Services for international law firm Squire Patton Boggs.

ITM Group UK’s Executive Chairman is Richard Cotter, the former CEO of Snow + Rock.

Adsertor is unique in allowing businesses to centralise all their data in one place – including analytics and their CRM system. It allows companies to build a complete picture of their customers and ensure all marketing activity is personalised and measurable.

Tim Roberts said: “We were confident we had developed an industry leading customer data technology platform and these results confirm the impact the system is having on hotels in the UK.

“We are helping them to transform the way they go about their business by increasing customer engagement, acquisition and retention and, most importantly of all, building outstanding brand loyalty.”

“Customer experience is improved which, in turn, leads to higher room rates, greater occupancy levels, the ability to upsell and cross-sell more effectively and the capability to generate demand when needed.

“The clients using Adsertor have seen a dramatic reduction in their dependency on OTAs because the technology allows them to increase the number of direct bookings they can capture and convert.”

Olivia Byrne, a director of Eccleston Square, said: “Adsertor gives the team at Eccleston Square an in-depth understanding of the different groups that stay with us, from people on business trips to those booking for a special occasion. Our marketing has become more personalised which is helping us to transform our sales conversion rates.”

Craig Bancroft, Joint Managing Director of Northcote Group, said: “We now have a much deeper understanding of our customer data across both the hotel and the pubs. This is enabling us to target our customers with the information most appropriate to them. The results from the email campaigns have been very impressive.”