Case Study: Colessio Hotel
Driving More Direct Revenue with a Full-Funnel Strategy Powered by AdsPlus & ConvertPlus
HOTEL TYPE
Boutique Hotel
STAR RATING
4-Star
ROOMS & SUITES
40
LOCATION
Scotland
SMART NOTIFICATIONS
Results (February 2026)
BOOKINGS
REVENUE
OTA SAVINGS
PAID ADS FOR HOTELS
Results (February 2026)
Bookings
Rate
Spend
About Colessio Hotel
Colessio Hotel is a luxury boutique hotel located in the heart of Stirling, Scotland. Housed within a restored Victorian landmark, the hotel combines historic character with contemporary hospitality, attracting both leisure and business travellers from across the UK and international markets.
Like many independent hotels, Colessio Hotel wanted to strengthen its direct booking strategy, reduce reliance on OTAs, and maximise the value of its website traffic.
The Challenge
Colessio Hotel was already generating website traffic, but like many hotels, converting visitors into direct bookings remained a challenge.
The hotel wanted to:
- Increase direct bookings from existing website traffic
- Reduce leakage to OTAs and third-party channels
- Improve website conversion rates without redesigning the website
- Create more personalised experiences for different visitor segments and markets
- Ensure paid traffic generated stronger booking intent and higher conversion value
The challenge was not only attracting more visitors — it was converting more of the right visitors once they arrived on the website.
The Strategy
Colessio Hotel implemented a combined full-funnel strategy using AdsPlus and ConvertPlus. Together, the two solutions allowed the hotel to optimise both traffic acquisition and on-site conversion performance.
Step 1: Driving Higher-Intent Traffic with AdsPlus
Using AdsPlus, Colessio Hotel implemented AI-powered paid campaigns focused on attracting travellers with stronger booking intent across key source markets.
The strategy included:
- AI-optimised Google Ads campaigns
- Continuous bid and budget optimisation based on booking performance
- Market-specific targeting to prioritise high-performing regions
- Campaign structures designed to protect brand searches from OTA competition
- Revenue-focused optimisation instead of click-based optimisation
Rather than driving traffic at scale without intent, AdsPlus focused on generating qualified visitors more likely to convert directly on the hotel website.
Step 2: Converting Website Visitors with ConvertPlus
Once visitors arrived on the website, ConvertPlus used real-time behavioural targeting and personalised notifications to increase conversion rates and encourage direct bookings.
The hotel implemented several high-performing notification strategies, including:
- Member-rate messaging highlighting exclusive direct booking prices
- Saved-search notifications to re-engage returning visitors
- Price comparison notifications reinforcing direct booking value versus OTAs
- Exit-intent pop-ups designed to recover abandoning visitors
- Market-specific offers tailored to different source markets
- Incentive-based messaging promoting direct booking benefits
This combination of urgency, exclusivity, and added-value incentives helped encourage more travellers to complete their booking directly with the hotel.
The Outcome
By combining AdsPlus and ConvertPlus into one connected strategy, Colessio Hotel was able to improve performance across the full booking journey — from acquisition to conversion.
The results demonstrated the value of aligning paid media with on-site personalisation:
- 71% of all website bookings came after a visitor interacted with a ConvertPlus notification
- Higher-quality traffic generated stronger engagement on-site
- Personalised messaging helped reduce booking abandonment
- Market-specific offers improved relevance and conversion rates
- Direct bookings increased without relying solely on higher ad spend
Instead of treating advertising and website conversion as separate challenges, Colessio Hotel implemented a connected full-funnel strategy designed to maximise direct revenue at every stage of the guest journey.
How the 2 Products Work Together
AdsPlus and ConvertPlus work together to help hotels attract high-intent travellers and convert them directly on their website. AdsPlus focuses on acquisition and traffic quality, while ConvertPlus transforms website visits into bookings through real-time personalisation and behavioural targeting.
For hotels looking to reduce OTA dependency and maximise profitability from their direct channel, combining both solutions creates a more efficient and scalable revenue strategy.
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