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Throughout March and April 2026, we partnered with Kingfisher Hospitality Group on a B2B hotel marketing campaign that achieved what most B2B campaigns struggle with: making people genuinely care about engaging with the brand whilst driving substantial commercial results.
Together we generated £14.3 million in total enquiry revenue (up from 11.6m YoY), improved conversion rates from 7% to 8.7%, and increased share of voice by 17% – all whilst the hospitality sector experienced declining MICE and corporate bookings year-on-year.
Read on as we explore why our Revenue Growth Marketing approach delivered results when standard B2B hotel marketing tactics were failing across the sector.
The Problem: Being Forgettable in a Crowded Hospitality Market
Kingfisher Hospitality Group has a solid portfolio of UK-wide hotels and strong commercial performance, but they, alongside many other hotel management groups, face a visibility problem in an increasingly crowded marketplace
Agents and intermediary partners are being bombarded with identical messages from every hotel group – standard sales outreach, generic emails, and forgettable content that blurs into background noise – meaning that when everyone sounds the same, no one stands out regardless of their portfolio quality.
Working closely with Kingfisher, we identified the need to give agents a compelling reason to actively engage with the brand, discover the portfolio depth, and keep Kingfisher front of mind throughout the campaign period and beyond.
The brief extended beyond simply driving immediate bookings; it required creating a stronger, more memorable brand presence that would support both immediate commercial activity and long-term agent relationships in a competitive B2B hotel marketing environment.
The Solution: Interactive and Memorable Hospitality Marketing Campaigns
“The Sky’s the Limit” campaign transformed Kingfisher Hospitality Group’s portfolio into an interactive incentive programme that combined gamification with strategic commercial objectives.
Working collaboratively with Kingfisher’s team, we built a game where agents could compete against each other, participate in weekly quizzes, and win prizes – not as a gimmick, but as a strategic mechanic designed to create a distinctive brand identity whilst supporting the core commercial objective of generating high-quality bookings.
The game provided agents with an engaging destination after seeing emails, social posts, or speaking with Kingfisher’s sales team, creating an active experience that made the brand significantly more memorable than competitors who relied on static landing pages and conventional sales pitches.
Together with Kingfisher, we ensured their internal sales team had everything required to integrate the campaign into their day-to-day agent conversations: pitch decks, pull-up banners, branded materials, a virtual workshop to test the guest journey, and clear KPIs that gave them a practical platform for ongoing engagement rather than just another marketing asset they couldn’t effectively deploy.
Multi-Channel Marketing Activation
We delivered the campaign across multiple channels to ensure it had both external presence and internal structure.
Punch created ‘Kingfisher Club’ to invite agents on an exclusive journey to discover Kingfisher’s diverse UK portfolio, building brand recognition while highlighting Kingfisher’s bespoke and flexible approach that sets them apart from other brands.
Email marketing played a crucial role in driving initial awareness and maintaining sustained agent engagement throughout the campaign, with performance strengthening as the activation progressed and agents remaining engaged once initially captured.
The average open rate was 66.2%, well above industry average, and together we gained 575 agent sign ups, expanding Kingfisher’s audience for future campaigns.
Organic LinkedIn content extended visibility beyond direct email and sales outreach, reinforcing the campaign identity and keeping the Kingfisher Club message visible throughout the activation period, even for non-subscribers.
The campaign achieved 13,300 impressions and 298 engagements, with follower growth proving particularly valuable because it extended campaign impact beyond the immediate activation period, meaning the team now have a larger owned audience to nurture with future B2B hotel marketing messages.
The campaign website and game functioned as the central engagement hub, creating a more active brand experience than static landing pages by encouraging agents to spend time with the campaign whilst engaging directly with the Kingfisher Club proposition.
547 agents played the game, making the brand activation significantly more memorable than competitors across the sector.
The Results: Quality Over Volume, Even in a Declining UK Hospitality Market
The campaign delivered strong commercial performance through close collaboration between our team and Kingfisher Hospitality Group.
Here’s what happened:
Total enquiries: 3,100
Total enquiry revenue generated: £14.3 million
Awareness and Engagement
The campaign delivered more than immediate commercial activity; it grew Kingfisher Hospitality Group’s engaged audience for future B2B hotel marketing and sales initiatives, building a sustainable pipeline rather than just short-term wins.
The campaign created a robust foundation for ongoing engagement rather than producing a short-term spike in activity, positioning Kingfisher for sustained competitive advantage.
Four Takeaways for B2B Hotel Marketing
1. Prioritise Enquiry Value, Not Just Volume
More enquiries don’t always mean more revenue. Higher-quality enquiries do.
When you focus on attracting the right prospects whilst aligning your sales team to convert them effectively through Revenue Growth Marketing principles, you can achieve superior commercial outcomes even when total enquiry numbers are lower than previous periods.
This requires fundamentally shifting how you measure success, moving beyond easily tracked volume metrics towards deeper analysis of lead qualification, conversion rates, and revenue per enquiry that reveal true commercial performance.
2. Gamification Works in B2B
B2B hotel marketing doesn’t have to be boring simply because it’s business-to-business; agents are people who respond to interactive, engaging experiences just like consumers do, particularly when those experiences are well-designed and strategically aligned.
The gamified element of “The Sky’s the Limit” campaign gave agents a compelling reason to spend meaningful time with the brand, creating memorability and differentiation in a crowded market where most competitors offered indistinguishable messaging.
However, gamification only delivers commercial results when it’s intrinsically tied to clear business objectives; the game wasn’t a distraction from the sales message but rather a sophisticated delivery mechanism for it that enhanced rather than diluted the core proposition.
3. Sales Enablement Is as Important as External Marketing
Even the most creatively brilliant campaign will fail to deliver results if your sales team lacks the tools, knowledge, and confidence to integrate it into their daily agent conversations and commercial activities.
Working closely with Kingfisher Hospitality Group, we invested extensively in internal enablement – workshops, materials, clear KPIs, and ongoing support – ensuring the campaign became a practical tool for their sales team rather than just a marketing asset they couldn’t effectively integrate into their revenue-generating conversations.
When marketing and sales are aligned, campaigns perform better.
4. You Can Grow Revenue in a Declining Market
Whilst the broader hospitality sector experienced declining MICE and corporate bookings across competitors, Kingfisher Hospitality Group achieved substantial revenue growth through our collaborative Revenue Growth Marketing method.
This demonstrates that innovative engagement strategies combined with strategic differentiation can enable businesses to significantly outperform the market even in challenging economic climates, provided the differentiation is tied to commercial outcomes rather than creativity for creativity’s sake.
Why This Approach to B2B Hotel Marketing Works
Most B2B hotel marketing campaigns fail because they’re inherently forgettable, relying on identical tactics that blur into indistinguishable background noise. They depend on the same approaches everyone else uses – generic emails, static landing pages, and sales pitches that sound identical to competitors – meaning that when everyone sounds the same, success goes to the loudest voice, the cheapest offer, or the biggest budget rather than the best strategic thinking.
Together with Kingfisher Hospitality Group, we created an experience that made agents genuinely want to engage whilst giving their sales team practical tools to integrate the campaign into their daily work, measuring success by enquiry value and conversion rate rather than vanity metrics like volume alone.
This demonstrates what happens when you combine sales enablement, digital engagement, and incentive-led marketing into a cohesive Revenue Growth Marketing strategy: you create campaigns that feel more interactive, more memorable, and more commercially focused than anything your competitors are delivering.
Ready to Build a Hospitality Marketing Campaign That Actually Works?
We’re a specialist hospitality marketing agency that’s been delivering Revenue Growth Marketing for the hospitality sector since 2007, combining deep sector expertise with strategic commercial thinking.
Our model combines the strategic thinking of a hospitality consultant with the execution capabilities of a full-service agency, positioning us as the strategic partner who helps you achieve your business objectives rather than simply delivering against a predetermined marketing brief.
If you want to create B2B hotel marketing campaigns that drive genuine commercial outcomes rather than just marketing activity, get in touch and we’ll show you how we analyse data, identify your target audience, and build Revenue Growth Marketing strategies that deliver measurable results in competitive markets.
Let’s talk about your next campaign.
