For more than two decades we’ve been empowering Independent, Resort and Group hotels to grow their business through direct bookings.
We deliver an immediate, sustained increase in direct business for your property through the market’s latest booking engine technology, and partnered with highly specialised expertise in digital marketing and web design.
Let your hotel’s personality shine through beautifully designed sites that are fully optimised by our team of experts.
crafted products
That way you can focus on creating the best experience there is, becoming
embedded in the hearts of your guests, and ensuring they return again and again.
Dublin, Ireland
Castleknock Hotel is a contemporary four-star property nestled in North County Dublin, just 15 minutes from both Dublin Airport and the city centre.
With 190 stylish bedrooms and the capacity to host conferences and banquets for up to 350 delegates, it’s a versatile venue that caters to leisure, business and events guests alike.
As a busy hotel with multiple revenue streams, including weddings, corporate events, leisure stays and gift voucher sales – Castleknock needed a digital partner who could support the full scope of their operations.
From the start, our team at Net Affinity worked closely with the hotel team to enhance their direct booking capabilities, boost online voucher sales and ensure all of Castleknock’s facilities are promoted effectively across their digital presence.
Through our booking engine, Castleknock Hotel has been able to offer a seamless and user-friendly booking journey for guests, resulting in a significant uplift in performance. In the past two years alone, the hotel has seen a 23% increase in bookings and a 13.5% growth in online voucher sales.
But our support doesn’t stop at technology. We’ve built a strong working relationship with Castleknock’s team through regular communication, strategic monthly meetings and hands-on support.
“We’ve worked with Net Affinity for ten years,” says John Havel, Senior Marketing Manager at Castleknock Hotel.
“They’re attentive, extremely helpful, and feel like part of the team. They’re a huge part of the revenue that this hotel generates. I would definitely recommend Net Affinity to all hotels.”
We also manage Castleknock’s ad spend and website, ensuring their digital presence works hard for them, converting interest into bookings and helping the hotel stand out in a competitive Dublin market.
Annemarie Hayes, Director of Sales and Marketing, highlights how we’ve become more than just a booking engine provider. “Net Affinity promotes all of our facilities – from leisure stays to weddings and conferences and we’ve seen fantastic results since partnering with them.”
With a future-focused strategy and a collaborative approach, Castleknock Hotel continues to thrive and we’re proud to be part of their success story.
If you’re interested in working together, get in touch today.
Kildare, Ireland
Barberstown Castle, is one of Ireland’s oldest castle hotels with 61-beautiful bedrooms and a reputation as a sought-after wedding venue. But the team wanted to expand beyond weekend weddings and establish the castle as a full-time destination for leisure and corporate guests.
They needed a high-performing booking engine and website that could help drive direct bookings and support their new business model, but they also knew gift vouchers were a key revenue stream, especially during peak seasons.
When Barberstown Castle partnered with us we introduced a booking engine that provided a smooth and user-friendly experience, making it easier for guests to book directly – something critical for a hotel aiming for the converted title of ‘Ireland’s most friendly hotel’.
To help them boost their voucher sales, we implemented a fully branded voucher system that improved the customer journey and made purchasing vouchers a more seamless experience.
On top of that, we optimised their website to attract and convert more direct bookings, ensuring Barberstown Castle had a strong digital presence that worked just as hard as they did.
Since partnering with us, the hotel has seen growth in its direct revenue channels. One of the biggest wins has been a 30% increase in voucher sales, thanks to the streamlined and fully branded voucher system.
Their direct booking performance has also improved significantly, with a more intuitive and optimised website helping to create a smoother booking journey for guests.
Beyond the technology, our hands-on support and ongoing collaboration have ensured that the hotel continues to evolve with new trends and innovations in the hospitality industry.
“For us, Net Affinity was the obvious choice. The website, the booking engine and the continuous support have been invaluable in growing our business.”
– Ted Robinson, Managing Director, Barberstown Castle.
Antrim, Northern Ireland
Since joining forces in September 2014, Net Affinity has helped Galgorm Collection achieve significant increases in revenue and direct bookings and has been instrumental in supporting its expansion.
With the addition of The Rabbit Hotel & Retreat and The Old Inn to its portfolio, Galgorm Collection successfully established itself as a unique and innovative hospitality group.
Colin Johnston, Managing Director at the Galgorm Collection: “We’ve been working with them for 10 years now, and they’ve been instrumental to our growth journey so far. We still have huge growth plans and we really feel that Net Affinity is the partner we want to work with to achieve those.”
Galgorm’s focus on building a strong direct booking strategy has been a key pillar of this partnership, with impressive results. Their OTA dependency is now less than 1% and within the first seven years of working together, Galgorm’s average room rate had increased by 62% and room nights sold had increased by 96%.
Elaine Kelly, Group Projects & Systems Manager at Galgorm Collection, said: “The main thing we really love about Net Affinity is that they continuously evolve their product with us in mind. It really feels like a collaboration as opposed to a client-and-provider relationship.”
Net Affinity provided Galgorm Collection with a bespoke website design, an advanced booking engine, and tailored digital marketing strategies. Weekly communication and quarterly meetings have created a partnership built on transparency and innovation.
Megan Wright, Group Revenue Manager at Galgorm Collection, said: “My favourite feature is the business intelligence model, it provides us with live data. We’re able to do very easy comparisons year on year and also the booking engine which provides a very seamless journey for our guests. As Galgorm Collection continues to grow, we hope to maintain the relationships we currently have, working together and growing together.”
Watch the full case study below:
For more information about Galgorm Collection visit galgorm.com.
For more information on Net Affinity, please visit netaffinity.com and for further examples of how its technology has impacted hotels, visit netaffinity.com/casestudies.
An award-winning 4-star property, the family-run Amber Springs Hotel is located in the picturesque market town of Gorey, Wexford.
Voted as one of Ireland’s Best Family Friendly Hotels, its charm lies in its warmth and friendliness. It has spacious rooms available for singles, couples and families.
Delicious farm-to-fork produce is served in their multiple dining outlets, of which much is grown on their own nearby Redmond Family Farm.
Why Did Amber Springs Hotel Choose Us?
Here at Net Affinity, we’ve been working with Amber Springs Hotel since March 2022.
The team first chose to switch to us when their previous provider wasn’t as proactive as they’d hoped. The General Manager was left to come up with most of the ideas and solutions.
We made sure to take the time to visit the hotel, speak with the team, and truly understand the solution-led, proactive approach Amber Springs was looking for.
From the outset, our relationship has been positive and uplifting. With scheduled regular contact, we’ve both been kept on track with our strategies and action plans.
The team had some very clear goals that they wanted to achieve through working with us, which we’re proud to say have been successful.
The Amber Springs Hotel website now looks and feels more chic, with easier navigation and faster checkout for guests.
In our first year together, bookings increased by 46% and booked revenue grew by 44%. For the current year-to-date (first quarter 2024 vs first quarter 2023), both bookings and booked revenue have already seen 9% growth. Momentum has been maintained even in the face of recent VAT changes from the Irish government.
The team also appreciates the leadership, experience, and knowledge we’ve brought. With the introduction of new ideas such as Black Friday vouchers, we’ve taken the time to dive deeper into what could be working better for the hotel.
Nessa O’Brien, Revenue Manager at Amber Springs Hotel, describes her account manager, Julie, as exceptional. High praise indeed!
On a serious note, Nessa is extremely satisfied with how easy it has been to work with us. She notes that calls are flexible, communication is strong, and reporting is detailed.
She also values that we aren’t afraid to critique the hotel’s website and current performance when necessary. This is always accompanied, of course, by suggesting proactive solutions to address the concerns raised.
We asked Nessa to describe us in one word. Her answer? “Innovative.”
We take the lead and drive the client relationship, something Nessa believes sets us apart from our competitors.
She and her team feel we can be relied upon to be dynamic, relevant, and efficient, constantly evolving and implementing improvements.
Dublin, Ireland
We recently sat down with Darren Kearney and Mayara Mello from Carlton Hotels Ireland to ask them about what it’s been like to work with us. Their two properties in Dublin have both benefitted from our partnership since we started working together.
Darren said: “Since moving to Net Affinity, we have noticed that mobile conversion has grown from circuit 30% of our overall conversions to close to 50% now. The hard facts are that our revenue is up 70% since we moved to Net Affinity.“
He continues: “I’d be fully confident in recommending Net Affinity to others, and to be honest, I already have. The relationship has been extremely positive.“Watch the video below to see how we’ve helped Carlton Hotels Ireland achieve year-on-year growth, tailoring product solutions to prospective guests’ needs and increasing both conversions and revenue for their business.
Watch the full case study below:
Horwood House
We recently sat down with Karim Kassam and Caroline Morrone from Horwood House Hotel, in Milton Keynes, UK to ask them about what it’s been like to work with us.
Karim, Hotel Owner, said; “It’s been fantastic, we have regular calls with them, so if there are any issues or questions, or we need clarification, Julie is our first port of contact. It doesn’t feel like you are talking to customer services, it’s someone who is part of the team “
He continues; “Our online bookings have doubled in quantity, the number of room nights has doubled, revenue has probably gone up a bit more than double because our average room rate has gone up over the same period.“
Caroline, General Manager at Horwood House said; “They are real experts in their field. They really know our business, they understand it and they understand where we are coming from.“
Watch the full video case study below for more information.
Co. Antrim, Northern Ireland
Galgorm Resort is Northern Ireland’s premier luxury hotel and spa. Sitting amongst 163 acres of lush greenery, this truly tranquil property is only 30 minutes from buzzing Belfast. The luxurious property has 125 guestrooms, a selection of restaurants and its very own Thermal Village & Spa – the first of its kind in Ireland.
The Rabbit Hotel and Retreat is Galgorm’s laid-back little sister. Situated just 20 minutes from Belfast, the four-star property is an influencer’s haven with a stunning outdoor spa complete with disco ball and fun, quirkily designed rooms.
The Old Inn, nestled in the charming village of Crawfordsburn, is also very close to Belfast and just minutes from seaside town, Bangor. An idyllic rural retreat, the super cosy property is full of contemporary character while also sitting in an optimal place for stunning park views.
We have worked with Galgorm Collection since September 2014, and it’s been a rewarding, exciting and dynamic journey. At this stage, our relationship with the clients is incredibly strong – we feel like one team. Keeping in touch weekly has allowed the relationship to flourish and has provided space for collaboration and ideas, particularly in the marketing space. After years of solid and consistent performance, and innovative ideas put into practice, there has been a great deal of trust built between Galgorm and Net Affinity.
“Net Affinity have been hugely supportive to us and helped us to navigate our way through the pandemic. We have been with them for a number of years and they are always on hand with industry updates, benchmarking, changes in digital and are always open to our requests.”
Victoria BrownGroup Marketing Manager of Galgorm
We were excited when Galgorm decided to expand their portfolio and add two new properties to their name – The Rabbit Hotel & Retreat and The Old Inn. What was very exciting for us was the opportunity to work closely with the team on a true variety of properties looking to target very different markets. We love the way Galgorm work – they are very good at, and focused, on building their brand. An exciting example of their progress is that their OTA business is less than 1%. We are very aligned with this, given our number one goal across all clients is to get them as many direct bookings as possible. We believe in prioritizing direct.
Currently, Galgorm Collection are using our bespoke websites, booking engine and digital marketing services across Galgorm Resort, The Rabbit and The Old Inn.
“We use a number of their projects, from website design, booking engine and digital marketing services – I feel that using all the products in tandem works extremely well to meet our overall marketing objectives and drive revenue. We have regular meetings with the team where we look at the performance over the last few months and look ahead – they always provide recommendations to us on how to improve campaigns or increase revenue. They are interested in the strategy for our businesses and how they can help us meet our targets by developing their technology to meet business needs.”
Victoria BrownGroup Marketing Manager of Galgorm
Galgorm Resort has grown immensely since we took them on in 2014.
“Galgorm continue to push themselves and are very open to exploring new avenues. The team are great to work with and communication is a two way street. Budget is not restricted which enables us here in Net Affinity to help them reach their goals and deliver these through the results in our performance reports. It is great to be on this journey with the Galgorm Collection.”
Marion Abbey
E-Commerce Manager at Net Affinity
K Club
The K Club is a luxury hotel set in the captivating Irish landscape, offering a 5-star guest experience.
In recent years, the hotel has come under new management and been given a refreshing new rebrand — the first in its 30-year history — renewing its commitment to excellence.
With its transformation appealing to new audiences, The K Club decided that a huge part of its progression needed to be its online presence.
Bringing in the knowledge, experience, and expertise of Net Affinity, The K Club has seen exponential results (including an 88% increase in direct bookings), and is looking forward to a fruitful future with this successful partnership.
The K Club is more than just a luxury hotel. The resort offers guests an immersive experience, and boasts an array of stunning facilities in the heart of Ireland. These include:
It’s also hailed as a premier wedding venue, and a haven for leisure and business travellers alike.
And, with its now-improved online presence, it’s reaching unprecedented direct booking rates — and increased revenue.
In late 2022, The K Club decided it needed to enhance its online presence and drive growth. Their existing methods felt disjointed across different companies, and the website was not working for the company.
So, in November 2022, they aligned with Net Affinity, embarking on a journey of digital transformation.
Implementing a new booking engine, marketing, and website design services, The K Club was able to form a cohesive digital strategy, aligning with their vision of elevating the guest experience and expanding their market reach.
Orla Canavan, Marketing Manager at The K Club, said: “Net Affinity built a bespoke site for us to enable us to deliver what we need. The process was good, the team was very helpful and responsive.
We have monthly calls to help keep everything on track, as well as on-site meetings, but the support team comes back very quickly on smaller issues, too.
We get on with the team so well and feel that they do genuinely care!”
So, what has The K Club found to be the key benefits of using Net Affinity?
Net Affinity’s expertise in audience segmentation allowed The K Club to tailor their marketing efforts effectively, resulting in remarkable success in both domestic and overseas markets.
From the initial onboarding process to ongoing support, The K Club experienced unparalleled customer service from the Net Affinity team. Their responsiveness and dedication ensured a smooth transition and continuous optimisation of digital assets.
Net Affinity’s innovative approach to marketing campaigns enabled The K Club to stay ahead of the curve, driving both engagement and revenue growth.
Embracing digital marketing as a primary focus, The K Club witnessed a shift in their marketing strategy, with Net Affinity playing a pivotal role in shaping their online presence. Traditional advertising gave way to targeted digital campaigns, driving substantial returns on investment.
As The K Club continues its journey, the partnership with Net Affinity remains integral to their long-term success. Together, they’re working on innovative strategies to further elevate the guest experience and drive sustainable growth.
When asked to describe Net Affinity, Orla said: “Determination and drive. They’re determined to show what they can do, and they want to continue to drive growth for us.”
The collaboration between The K Club and Net Affinity exemplifies the transformative power of strategic digital marketing in the luxury hospitality sector.
By leveraging Net Affinity’s expertise, The K Club has not only strengthened its online presence but also unlocked new opportunities for growth and innovation.
For example, bookings made on the brand website have increased by an incredible 88%, while room nights booked have increased by 78%.
Revenue booked on the brand website is up by 42%, and stayed revenue from the brand website increased by 5%.
These figures show that the new website, booking engine, and online strategy is working overtime for The K Club — and shows no sign of slowing down!
Orla said that they have very little traditional advertising now, and the majority is the digital strategy they have with Net Affinity.
She said: “We’re working on future activity with Net Affinity, and very much see it that they can help us get there.
“To other hotels considering a digital shake-up, we’d 100% recommend Net Affinity’s services!”
If you’d like to know more about how Net Affinity can help you, please contact a member of the team or book a demo.
Alternatively, to find out more about The K Club, please visit their website.
Seafield Hotel
The importance of accurate targeting – that is, the act of reaching the right audience with the right offer – is incredible, and we have tangible proof to prove it.
How personalisation can increase your revenue
Seafield Hotel
Seafield Hotel is a 4-star gleaming gem in Gorey, Co. Wexford – just an hour away from Dublin city. Surrounded by lush green grounds, the property is only a stone’s throw from the pearly sands of Ballymoney Beach which overlooks Tara Hill.
Designed in a contemporary fashion by an Italian architect, it’s no wonder the light-filled hotel is a favourite for weddings. Their award winning Oceo spa is a tranquil haven which attracts people far and wide who are looking for a luxurious experience just minutes from the Irish Sea.
Touching all bases
Since the beginning of 2022, our marketing team worked very closely with the brilliant team in Seafield on refining elements of their digital strategy in order to maximise revenue. On undergoing a close review of Google Analytics, we could plainly see the varying types of people, or ‘audiences’, who were engaging with them. While we gathered all of the online data, the team at Seafield did research in-house to check what we were seeing corresponded with their bookings. It seemed to check out.
Once we had our audiences defined, we crafted specific campaigns for each
Defining our audiences was the easy part – next came the campaign crafting. Based on each audience and their interests, where they spent their time online etc, we decided on platform and budget, all the while advising that the landing pages for each offer corresponded with the offers and other digital activity so there was a higher chance of customers following through.
Here’s a taster of the audiences we defined and catered for:
As we crafted our campaigns, we had discussions with the team at Seafield and collectively realised we needed content that would appeal to the older cohort identified as engaging with their brand. As smart, responsive and reactive as ever, the team at Seafield got to work planning and seeing through multiple photography shoots, curating each and every one carefully so what was produced was beautifully reflective of the brand as well as being appealing to the audiences they were for. A lot of work went into this by the team at Seafield. Once all shoots were completed, the team began adding an array of gorgeous images to their bank of content across all online platforms. Most importantly, there was plenty of new content that would speak and appeal to a variety of audiences.
They also invested time and effort into curating a huge amount of new video and photography content for summer and autumn – seasonal content they can use and reuse over the coming years given its supreme high quality.
What were the results?
“It is an absolute pleasure working with the team at Net Affinity, they have been extremely supportive, particularly over the past 12 months as we have worked closely together to refine our digital marketing strategy. It’s great to see the positive impact our efforts have had over the past number of months and we look forward to continued growth heading into 2023.” – Kate Kavanagh, Sales & Marketing Manager at Seafield Hotel & Spa Resort
Since beginning this journey, we have collectively worked hard to optimise campaign activity so as to achieve fantastic results, which include:
2022 vs 2021
2022 vs 2019
The total revenue Seafield generated from their reach and frequency campaigns accounted for 62% of overall revenue through meta since commencing on March 1st, 2022.
“The team at Seafield Hotel & Resort always have their finger on the pulse, looking for new ways to excel their results to new heights. That’s where our primary focus on a new audience strategy stemmed from. Seafield were willing to put in the work with us to identify our audiences and invest in collateral to support any gaps that we identified. The results speak for themselves and we look forward to continuing this journey with the team.” – Aoife Nolan, Senior Digital Marketing Specialist at Net Affinity
We hope this gives you an indication of how important it is to properly monitor who your audiences are, because being equipped with this information, including how to target them, will make all the difference to your success as a hotelier. Once you know exactly who you are targeting, you can properly invest in collateral (images, videos etc) like Seafield did, that will genuinely appeal to your audiences – and the results will speak for themselves.
Inchydoney
Shared goals and mutual collaboration
We have been collaborating with Killeavy Castle Estate since 2019, providing them with our award winning booking engine, marketing services and a website platform. Initially, the goal was to increase Killeavy Castle’s presence online which we have tackled from every angle, using the winning formula of both booking engine and marketing. The fit was perfect right away and we have seen stellar results across the board from revenue and website traffic to bedroom bookings and voucher sales.
Specifically, there has been a 95% increase in website traffic, a 305% increase in bedroom bookings, a 421% increase in revenue and a 400% increase in voucher sales.
“Working with Killeavy Castle Estate through the very demanding time of Covid was a challenge but I’m delighted to see that all of the hard work that has been done on both sides – between the hotel and Net Affinity – has really been paying off. There has been a great sense of teamwork! I’m looking forward to continuing to work on Killeavy Castle Estate’s performance and future growth. The best is yet to come!”
Sara Antoszewicz
Net Affinity Senior E-commerce Manager
What does the client think?
Terry Kelly, Sales and Marketing Manager of Killeavy Castle Estate says: “Having a fantastic product such as Killeavy Castle Estate is only half the formula in achieving online trading success. We initially partnered with Net Affinity to give us an online presence through a website and to sell our products through their booking engine platforms but we also employed their digital marketing services and have been overwhelmed by the successes we have achieved together. We have attained significant increases across all our sales outlets and are continuing to see strong growth. This has been made possible by the Net Affinity online platform along with the support and direction received from their team. We also found great benefit from the series of masterclasses and podcasts and we have embraced all the learnings from these to make our website more compatible, optimised and user friendly. We look forward to a continued prosperous relationship with Net Affinity over the years ahead.”
An independent 4-star property in the heart of Dublin, Mespil Hotel is known for its distinctive blend of professional service and personal charm.
Managed by a dedicated family team, the hotel has evolved from a 3-star establishment in 2016 to a prestigious 4-star hotel, reflecting the vibrant spirit of Dublin city centre.
At Mespil Hotel, guests experience a unique blend of modern amenities and traditional Irish hospitality. Its recent upgrade to 75 premium executive rooms enhances its commitment to quality and comfort, positioning Mespil as a leader in sustainable urban accommodation.
Why did Mespil Hotel choose us?
Mespil Hotel’s decision to partner with Net Affinity in 2016 was driven by our strong market presence and the professionalism of our team.
Recognised through industry connections, our senior staff’s professionalism and our approach during the tender process made for a persuasive pitch.
The decisive factor was our dedicated digital marketing specialist, who presented a unique selling proposition that perfectly aligned with Mespil’s vision for growth and modernisation.
What goals did Mespil Hotel want to achieve?
Seeking to elevate its 4-star brand and expand its market reach, Mespil Hotel was at a crucial juncture.
The goals were clear: enhance the online booking experience, maximise direct bookings, and leverage digital marketing to target new customer segments effectively.
Additionally, Mespil aimed to integrate sustainability into its operations, aspiring to set new standards in environmentally responsible hospitality.
The results since have been significant. From the start of our partnership in 2016, Mespil Hotel has consistently seen year-on-year growth in both bookings and revenue.
In the first quarter of 2024, for example, the hotel achieved an impressive 48.2% increase in bookings and a 41.8% increase in revenue compared to the same period in 2019. These figures not only highlight the successful upgrade in service and branding but also the effective capture of new market segments through strategic digital marketing initiatives.
Targeted segmentation and bespoke messaging have been instrumental for Mespil Hotel. This refined approach to their digital marketing has resulted in a notable uptake in impressions and sales, demonstrating the effectiveness of a tailored strategy. The style and messaging of their new advertising campaigns have yielded impressive results, significantly boosting direct online sales.
Promotional activities have been optimised too, with Mespil Hotel developing a keen understanding of what resonates best at different times of the year. Over the last 12 to 18 months, they have placed a focused emphasis on direct sales, a strategy that has seen them surpass Online Travel Agencies (OTAs) in terms of revenue generation.
Mespil Hotel is keen to maintain this momentum, continuing to prioritise direct engagement with its customer base.
How easy have Mespil Hotel found working with us?
From the outset, Mespil Hotel has felt fully supported by our bespoke advice and strong reporting.
Describing Net Affinity as an extension of their team, the hotel values our proactive communication and the regular, insightful meetings that drive their marketing and sales strategies forward.
Our comprehensive support system and the ease of managing bookings and digital campaigns have made the operational aspects straightforward, allowing Mespil to focus on guest experience and service excellence.
What sets us apart from our competitors?
We asked Emma Allen, Group Sales and Marketing Manager at Mespil Hotel, to describe Net Affinity in a few words. Her answer? ‘Professional, positive, and proactive.‘
Emma highlights how our relationship management sets us apart from the competition. She sees Net Affinity as an essential part of their extended team, not just as a service provider, emphasising our collaborative approach.
She and her team trust us for our clear communication and honest advice, which are always aligned with their best interests. This makes us a dependable partner, continuously advancing their strategy with innovative solutions tailored to their evolving needs.
For more information about the Mespil Hotel, visit the official website.
Amber Springs Hotel
Amber Springs Hotel is a beautiful family-run 4 star property located in gloriously sprawling Wexford, just a 5 minute walk from the main street of charming town, Gorey. Full of the warmth and friendliness you only get in a family-run hotel, it’s no wonder they were voted as one of Ireland’s Best Family Friendly Hotels. Amber Springs is only a short drive from miles and miles of sandy beaches.
Spacious, comfortable rooms are built for singles, couples and families. Award-winning cuisine is served from their multiple restaurants, dishes are prepared using organic and locally sourced produce where possible, some of which is grown naturally and nurtured on their own Redmond Family Farm not far from the hotel.
Our relationship so far
We have worked with Amber Springs Hotel since March 2022. From the beginning, the relationship between ourselves and the team in Amber Springs has been so positive and intuitive, given our shared love for the hotel, understanding of the objectives at hand, and the determination to reach our set goals. Organized and regular contact mean strategies and action plans are always on track.
Maeve Walls, Senior e-Commerce Manager at Net Affinity says: “Since coming on board with Net Affinity, it has very much been a collaboration between the two teams, a great openness to ideas and sharing information. There’s been a clear and simple goal of growing the website business from the start. The results to date speak for themselves, and for myself, I am lucky to work with such a hotel. Onward and upwards we go.”
Our shared goals and objectives
Our booking engine is the newest technology on the market. Using this feature-rich, lightning fast piece of technology, alongside our award-winning website and marketing services, the collective objective was to grow Amber Springs Hotel’s direct business as much as possible, and to increase their marketing activity – which in turn would increase general brand awareness.
Net Affinity rank #2 Best Hospitality Digital Marketing Agency Globally in the 2023 HotelTechAwards
What are the results?
Since March 2022, Amber Springs Hotel have seen strong and consistent growth in their direct revenue and transaction volume:
Their multi-channel marketing campaigns have also consistently performed very well – which may come as no surprise given our marketing team recently ranked #2 Best Hospitality Digital Marketing Agency Globally in the 2023 HotelTechAwards!
Eibhear Coyle, General Manager at Amber Springs Hotel says: “Since we’ve joined Net Affinity, we are delighted with the growth we’ve seen in our business. We have been delighted overall with our switch to Net Affinity – our on-boarding and transition process was smart, competent and seamless. We had support throughout the whole process – through the design and build of the website, and we received valuable advice on our journey since March 2022. The partnership with Net Affinity has been fantastic, with all invested parties working towards the same goal.”
With the support of excellently enthusiastic clients, we developed a strategy to increase direct bookings, including the refinement of audience targeting and digital marketing messaging. This, along with our award winning booking engine and bespoke website design, has helped create a seamless booking experience for the guests of Inchydoney Lodge & Spa.
Fitzpatrick Hotel
Fitzpatrick Castle Hotel is an 18th century 4 star luxury castle hotel located minutes from Killiney Beach and right near the pretty village of Dalkey. Overlooking Dublin Bay, it is a prime spot for beautiful views Dublin has to offer. The hotel’s cosy feel is heightened by the fact that it is family-run, giving it an incomparable touch of home.
We have worked with Fitzpatrick Castle Hotel since they went live with our booking engine and a thoughtfully designed bespoke website in summer 2020. Since then, the partnership between ourselves and their team has been open, fluid and collaborative. Most recently, Fitzpatrick’s also began using our marketing services so now we have the opportunity to integrate all of these services together which enables us to provide Fitzpatrick’s with the very best insights and results.
It was a tricky time when we initially went live with our booking engine and bespoke website – Fitzpatrick’s had just reopened after the first Irish summer lockdown due to the pandemic.
We have a healthy budget for marketing, so we have been able to set up a healthy mix of search brand campaigns related to weddings, leisure and restaurants as well as room types. This is a really helpful exercise for hitting many different types of travellers and hospitality consumers.
We’ve come a long way since then. Looking at the results we’ve seen across the board in January to April 2019 vs the same time period in 2022 (a fairer representative than the Covid years) we have noted the following:
We have seen phenomenal success in relation to Google Hotel Ads across all of our clients over the last year. Year to date, Fitzpatrick Castle Hotel have also seen a significant return on the platform.
Designed in a contemporary fashion by an Italian architect, it’s no wonder the light-filled hotel is a favourite for weddings. Their award winning Oceo spa is a tranquil haven which attracts people far and wide who are looking for a luxurious experience just minutes from the Irish Sea.
Touching all bases
Since the beginning of 2022, our marketing team worked very closely with the brilliant team in Seafield on refining elements of their digital strategy in order to maximise revenue. On undergoing a close review of Google Analytics, we could plainly see the varying types of people, or ‘audiences’, who were engaging with them. While we gathered all of the online data, the team at Seafield did research in-house to check what we were seeing corresponded with their bookings. It seemed to check out.
Once we had our audiences defined, we crafted specific campaigns for each
Defining our audiences was the easy part – next came the campaign crafting. Based on each audience and their interests, where they spent their time online etc, we decided on platform and budget, all the while advising that the landing pages for each offer corresponded with the offers and other digital activity so there was a higher chance of customers following through.
Here’s a taster of the audiences we defined and catered for:
As we crafted our campaigns, we had discussions with the team at Seafield and collectively realised we needed content that would appeal to the older cohort identified as engaging with their brand. As smart, responsive and reactive as ever, the team at Seafield got to work planning and seeing through multiple photography shoots, curating each and every one carefully so what was produced was beautifully reflective of the brand as well as being appealing to the audiences they were for. A lot of work went into this by the team at Seafield. Once all shoots were completed, the team began adding an array of gorgeous images to their bank of content across all online platforms. Most importantly, there was plenty of new content that would speak and appeal to a variety of audiences.
Going forward together
Marion Abbey, Ecommerce Manager for Net Affinity says: “From the very beginning, the team at Fitzpatrick Castle have been so open and willing to share information for the benefit of their hotel’s performance and it has made us feel very strongly that we are an integral part of their wider team. We feel like we understand their goals very well and we’re looking forward to aiding them in achieving these goals going forward.”
Our team has enjoyed nurturing the healthy, collaborative relationship with Fitzpatrick Castle Hotel since we began working with them in 2020. Our goal is to continue identifying the strongest methods of gaining direct bookings for the hotel.
Mark Scott-Lennon, Managing Director of Fitzpatrick Castle Hotel says: “I am very happy with the collaborative relationship we have with Net Affinity and the results we have seen together. I’m looking forward to the partnership developing over years to come and am confident in our continued and future success.”
Inchydoney
Inchydoney Island Lodge & Spa is perched in the idyllic Irish version of paradise, West Cork, overlooking the vast Atlantic Ocean. Just 3km from Clonakilty, the 4 star property was voted ‘Best Place to Stay in Munster’ and is steeped in rugged natural beauty. It’s an irresistible spot for staycations, weddings and spa breaks.
The evolution of our partnership
We began our long working relationship with Inchydoney in 2011 and after a period of time with another provider, they returned to us in March of 2019.
Like any property, one of the biggest challenges faced by Inchydoney is the competitive market itself. Using our feature-rich booking engine (the newest technology on the market), alongside a beautiful bespoke designed website and award-winning marketing services, Inchydoney’s direct business has been going from strength to strength, with their team repeatedly facing increased demand for the property.
The new booking engine Inchydoney are using is a piece of technology that has been built from the ground up, with years’ worth of our knowledge and learnings applied. Hosted using the most modern cloud infrastructure and built around APIs, it enables us to artfully link all of a hotel’s tech together, propelling their systems toward extraordinary heights.
With the support of excellently enthusiastic clients, we developed a strategy to increase direct bookings, including the refinement of audience targeting and digital marketing messaging. This, along with our award winning booking engine and bespoke website design, has helped create a seamless booking experience for the guests of Inchydoney Lodge & Spa.
Net Affinity rank #2 Best Hospitality Digital Marketing Agency Globally in the 2023 HotelTechAwards
Solid performance and teamwork make property thrive
As well as streamlining their booking process, we have tried to ensure Inchydoney’s digital marketing message encouraged potential guests to book direct. Our digital marketing team have perfected the hotel’s Google Ads activity, tailoring campaigns to ensure the message is consistently book direct. Alongside this more consistent book direct messaging, we have specified our audiences and supported the primary message with relevant seasonal offers throughout the year.
What are the results?
Inchydoney undertook a fabulous refurbishment of their bedrooms in Q1 of 2023. Even with many rooms out of action for a month, we still collectively grew booked revenue by 7%.
Comparing 2022 with 2019, Inchydoney grew their bookings by 57%, room nights by 54% and booked revenue by 61%.
We’re excited to continue innovatively working with Inchydoney on their book direct strategy.
This stunning property has a bright future ahead.
Here’s what the client thinks
“We have been extremely happy with our changeover to Net Affinity. We feel we have a common goal of increasing direct bookings to the hotel. We pride ourselves on our commitment to our very loyal guests and feel that this is also shared with Net Affinity, which is very important to us.
We have enjoyed an increase in our direct bookings as well as very positive results to our digital marketing strategy which has been implemented by Net Affinity – this has been very encouraging for us.
We are very proud of our new website design and feel that it captures the very essence of Inchydoney, our location and what we offer. Overall, we are delighted to work with Julie, Niamh and the wider Net Affinity Team. We feel our values and commitments are very much aligned and this gives us great confidence that Net Affinity is an extension of our inhouse team.”
Ruth McCarthy – Director of Sales & Marketing at Inchydoney Island Lodge & Spa.
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Inchydoney
La Mon Hotel & Country Club is one of the most luxurious properties in Northern Ireland. Spread out across a lush, spacious countryside, it’s only 15 minutes from Belfast city! Best of both worlds.
We were delighted to establish a relationship and begin working with The La Mon Hotel & Country Club in May of 2018. After taking an in-depth look at their business, packages, budgets, and other current marketing activity, we agreed on a strategy that would help to significantly grow their direct bookings, using our award-winning booking engine with a mixture of new digital ad formats; we knew we could help to drive more success online.
Over the first 6 months of working with La Mon, we closely monitored performance. As well as seamlessly integrating our award-winning booking engine with their existing website, we crafted timely, seasonal campaigns to drive higher room revenue, using Youtube Bumper Ads and Google Hotel Price Ads. The highly adaptable team in La Mon made it really easy to implement and experiment with these new campaigns due to their sheer dedication and commitment to driving more direct bookings for their property!
Since we began working with La Mon in May 2018:
Wider targeting and increased prospecting campaigns in southern Ireland has resulted in significantly higher traffic from Ireland overall
Bookings have grown by 25%
Room nights have grown by 29%
Revenue has grown by 27%
Our Youtube Bumper Ad campaigns have generated over a million impressions
Reflecting on the positive impact that Net Affinity has made to La Mon Hotel & Country Club, Sales Director, Megan Beverland, says: “We are delighted with the progress made while working with Net Affinity. The results from increased revenue and bookings speaks for itself. Net Affinity has boosted all corners of our business & will no doubt allow us to continually grow the success of La Mon in the future.”
We look forward to continuing this journey towards book direct success with La Mon’s brilliant team!
Inside Edge
Access all of our latest updates, insightful industry news and highlights from events we host and attend.
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