Case Study: Château de la Bucherie
Boosting Direct Revenue Through On-Site Personalisation and AI-Powered Ads
HOTEL TYPE
Boutique Hotel
STAR RATING
5-Star
ROOMS & SUITES
33
LOCATION
France
SMART NOTIFICATIONS
Results (July 2025)
BOOKINGS
REVENUE
OTA SAVINGS
PAID ADS FOR HOTELS
Results (July 2025)
Bookings
Bookings
Spend
About Château de la Bucherie
Set in the heart of the French countryside, Château de la Bucherie is a charming 19th-century estate offering guests an idyllic escape near Paris.
Looking to grow their share of direct bookings and reduce reliance on OTAs, the hotel turned to Userguest and AdsPlus to modernise their digital strategy and drive high-intent conversions.
Goals
- Increase direct bookings, particularly for longer stays
- Reduce OTA commissions through better conversion on the hotel website
- Tailor the user journey based on language and behaviour
- Attract qualified traffic and optimise return on ad spend
The Strategy
Userguest Smart Notifications
Château de la Bucherie deployed several smart notifications using Userguest, each designed to address a key stage in the booking journey — from awareness to decision.
Key Features Implemented:
Welcome Pop-Up with Special Offer: Displayed upon arrival to promote a limited-time deal, encouraging guests to book longer stays
Price Comparison Widget: Gave visitors transparency and confidence by showing lower prices compared to OTAs
Saved Search Reminders: Re-engaged users who had previously searched but not booked
Multilingual Support: All notifications were dynamically shown in either English or French, depending on user preference
These targeted nudges build trust, reduce abandonment, and promote direct booking by addressing common friction points — all in the visitor’s preferred language.
AdsPlus – Smart Advertising Without the Guesswork
Running digital ads can feel overwhelming for hoteliers — from choosing the right channels to managing budgets and keeping up with algorithm changes. That’s why Château de la Bucherie turned to AdsPlus, a fully automated, AI-powered advertising solution built specifically for hotels.
With zero manual campaign management required, AdsPlus launched a set of high-performing campaigns that worked together to attract the right guests at the right time.
Here’s how the AdsPlus campaigns worked:
Performance Max (PMAX) – Find guests before OTAs do
PMAX campaigns are a powerful Google Ads format that reaches travellers across Search, YouTube, Gmail, and Display — all in one unified campaign.
For Château de la Bucherie, AdsPlus targeted key source markets, with smart messaging that highlighted the château’s countryside charm and special offers.
PMAX helps you reach travellers before they even land on an OTA — showing your hotel to people searching for ideas, planning trips, or comparing places to stay.
Google Hotel Ads (GHA) – Win the booking at the decision moment
GHA campaigns place your official website rates right next to OTA listings on Google Search and Google Maps. This gives your hotel a direct seat at the table when guests are ready to book.
With AdsPlus managing bidding and visibility in real time, Château de la Bucherie was able to compete directly with OTAs — but capture the booking commission-free.
GHA campaigns are essential if you want to show up when someone searches your hotel name — and redirect that booking to your official website instead of Booking.com or Expedia.
Brand Campaigns – Protect your name (and your revenue)
When guests search for your hotel by name on Google, OTAs often run ads to steal that click. AdsPlus set up branded campaigns to ensure Château de la Bucherie showed up first — keeping traffic (and revenue) on the official site.
Branded campaigns stop OTAs from hijacking your name and charging you for bookings you could have earned directly.
Remarketing – Don’t lose visitors who are still deciding
With remarketing, AdsPlus continued to show ads to people who had previously visited the château’s website but hadn’t booked yet. This kept the property top-of-mind as guests explored other options.
Most people don’t book on their first visit. Remarketing helps you stay visible and bring guests back when they’re ready to book.
How the Systems Work Together
The Château’s marketing ecosystem worked in perfect sync:
AdsPlus attracted qualified, high-intent traffic from key markets via paid search and hotel listings.
Once users landed on the site, Userguest guided and converted them, using persuasive messaging tailored to behaviour and language.
Abandonment was tackled with exit prevention and saved searches, while price transparency encouraged trust and loyalty.
For Château de la Bucherie, the combination of AdsPlus and Userguest delivered a seamless end-to-end booking journey. With highly targeted ads bringing the right users to the site and smart notifications converting them efficiently, the château was able to grow direct bookings, engage guests in their preferred language, and gain full control over distribution — all without adding operational overhead.
Start your 30-day free trial now. No commitment, no extra work, no payment information required.