Thistle Hotels – Website Launch
Our brief was to create one shared site that hosted individual sites for each Thistle property in their portfolio.
This included the migration of legacy content to the site as well as redesigning the site to improve the user experience and creating copy that would appeal to the audience.
A focus was on integrating the booking platform seamlessly and improving conversion to boost revenue for each of the London hotels under the Thistle brand. While the brand had to be consistent, they each had to communicate a unique personality according to their location.
We created a sleek, cohesive design that reflected the Thistle brand as a convenient but stylish choice of hotel for visitors to London.
Location-specific information, including local guides, is prominent on each site, showcasing Thistle’s London expertise.
To appeal to cost-conscious bookers, we ensured the main group landing page was designed to place offers in a notable position, as well as easily showcasing the unique features and location of each hotel to make decisions simple and information easily accessible.
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The Tower Hotel by Thistle – Website Launch
We were asked to create a standalone site for The Tower Hotel by Thistle to develop the brand as a unique hotel offering in the competitive London hotel market.
The aim was to drive revenue, build the brand identity, and boost traffic to their M&E offerings to increase bookings.
To increase traffic and organic search visibility, we developed an SEO strategy that targeted localised keywords and integrated evolving GEO practices into the website content and blog content.
The Punch Hospitality team built an engaging hotel website for The Tower Hotel by Thistle.
Alongside the creation of a separate VU from The Tower website to help promote F&B offerings and increase ancillary revenue, we delivered a sleek, modern website utilising strong visuals and imagery to highlight the USPs of the hotel – the view it offers and it’s resort style guest experience.
The Tower Hotel by Thistle website is easily accessible from the main Thistle website and linked throughout, ensuring it remains consistent with the Thistle brand while still standing alone as an elevated offering from the collection.
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The Marble Arch Hotel by Thistle – Website Launch
What we achieved
+15% Avg booking engine sessions
+11% Avg revenue YoY
+21% Avg conversion rate YoY
Our brief was to design and create a separate website for The Marble Arch Hotel, which previously held a landing page on the combined Thistle website.
The website would increase brand presence for The Marble Arch Hotel, helping to solidify its presence in the competitive London market, alongside improving conversion which would drive revenue.
It was also an aim to grow the international leisure customer base, while staying true to their unique identity.
The Punch Hospitality team approached the project with a focus on revenue boosting and a consideration of accessibility and user experience.
We wanted to clearly highlight the hotel’s identity through copy and design, presenting a sleek and interactive first impression for guests.
With a focused SEO strategy, we crafted long form blog pieces to help build a stronger online presence and drive traffic to the new site.
The stylishly designed hotel website has already achieved an improved user experience.
We have increased conversion rate by 21% YoY, with more guests being driven towards the booking engine and making bookings with the hotel.
Organic search traffic continues to improve MoM with the SEO strategy we implemented (utilising GEO principles) driving more visitors to the site.
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The Queen at Chester – Marketing Launch
What we achieved
+56% Increase in revenue (direct bookings) YoY
41,596 Website clicks from social media
1:10 Return on investment
The brief was to assist The Queen at Chester Hotel with their relaunch following a £5 million investment.
We needed to drive revenue by encouraging bookings and direct website visits to raise brand awareness.
We focused on a combination of PR and Strategic Social Media to raise the profile of the brand across its target audience.
Alongside paid and organic social media, we ran an influencer campaign and press trip that garnered significant attention with 423,691 impressions across social within the first three months of the Stay Unique campaign launch.
Driving direct consumers to their website has driven revenue and grown the brand community.
Over four months, we’ve seen a result of 13,885 link clicks and 31,870 website sessions.
Revenue has also increased by 39% this year versus the previous year.
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Clermont Hotel Group – B2B Marketing Campaign
What we achieved
+15% Increase in SoV online
6,000+ Website visitors from organic LinkedIn
67k+ Organic social impressions
As a key player in London’s hospitality market, Clermont Hospitality Group wanted a marketing campaign that would enhance the brand’s visibility and recognition in the corporate and MICE space.
We developed an always-on campaign which involved the core proposition we developed ‘Space to meet, room to be you’ to consistently build traction that would be refreshed quarterly with new creative and messaging. This would strategically position the brand directly in front of its target audience and support the portfolio of hotels in their B2B segments too.
By highlighting their zone one dominance, the campaign positioned Clermont Hotel Group as the prime choice for convenience, culture, and accessibility.
We began with brand development and marketing strategy before activating the campaign with a range of print messaging, organic social media, and event creative. This was phase one – we’re now focused on performance marketing and strategic email marketing.
Through collaboration and communication between our team and Clermont Hotel Group’s sales experts, we’ve aligned the campaign with existing brand messaging to achieve an integrated approach.
It’s been great fun working as an extension of their internal team!
This is an ongoing project with the Clermont Hotel Group, and we’ll continue to deliver their B2B marketing, alongside a larger digital transformation project and employer brand strategy.
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The Cumberland Hotel – Website Launch
What we achieved
+89% Increase in engagement
-25% Decrease in bounce rate
+70% Improvement in speed performance
Our brief was to redesign and launch a new website for The Cumberland hotel in London that would increase the website conversion rate, grow the domestic leisure customer base, and improve the awareness and position of the M&E offering.
The client also wanted to stay true to the international audience the hotel currently has, whilst also appealing to a new domestic audience, showcasing their unique personality and brand positioning.
We created a responsive and adaptive website that boosted conversions and played into the hotel’s rock and roll legacy through vibrant imagery and bold copy.
With a focus on user experience, we were able to clearly highlight their M&E offerings, as well as bring awareness to the hotel’s multiple F&B outlets. We simplified the user journey to make booking seamless, increasing conversion rates and user satisfaction.
Within three months, we were able to secure a result of 36% of page visits to the website going to the accommodation page of the booking engine,
Our aims were to increase conversion rate and improve the guest journey for The Cumberland and we achieved a bounce rate of just 0.3 and average session length improving by 58% YoY.
“Punch have been incredibly important in helping to drive our digital and wider marketing strategy, and this has helped set us up for future growth with some significant projects to work on collaboratively in the future.”
Max Kellar, Head of Digital. Clermont Hotel Group.
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LGH – B2B Campaign, Summer Pops
What we achieved
18% Increase in revenue YOY
50% Total engagement rate
18.8M In campaign revenue enquiries
Our brief was to develop a creative campaign that would increase meeting and event bookings across LGH’s hotel portfolio.
With the UK Conference and Meeting Survey 2023 demonstrating that the estimated direct expenditure in venues was still below the pre-Covid 2019 levels, we knew we’d have to be creative and disruptive in the space to attract attention.
We developed a bold campaign concept that played into the summer holiday’s theme.
We also built an interactive landing page, boarding passes, games, and social media content across LinkedIn. The campaign also included a great selection of incentives, including £12,000 worth of travel vouchers.
Our target audience was UK booking agents, both SMEs and large brands.
During the three months, we achieved:
18% increase in revenue YOY
469 new agent sign ups
50% total engagement rate
18.8M in booked revenue secured
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SHG – Seasonal Campaign, Winter
What we achieved
59,471 Landing page visitors
51% Of visitors converted to bookers
9.4% Engagement rate across social media
The winter of 2022 was a challenging sell for hotels, with the cost-of-living crisis impacting the industry and the economy recovering following the pandemic.
Our brief was to encourage people to prioritise travel, appealing to their desire for memorable experiences after a pro-longed period of being at home.
Inspired by the notion of uncovering hidden gems and reigniting lost connections, the campaign explored three key cities: York, Edinburgh and Oxford.
We created a new, dynamic tone of voice; multi-channel content inc. Organic and paid social media; organised influencer marketing and press activity; wrote long-form SEO optimised blogs; delivered photography and videography shoots; and built a bespoke landing page for each hotel.
The three hotels involved in the campaign operate at a mid-to-high end range within the market. Our target audience was couples over the age of 30 with above average disposable income.
During the three months, we achieved:
59,471 landing page visitors
Converted 51% of visitors to bookers
Achieved a 9.64% engagement rate across social media
“I see Punch as an extension of my team, and someone who I can talk to at any time. Punch bring their relevant experts into different meetings to ensure we have the right people in the room at the right time. This means decisions are made correctly and quickly, giving us the agility we need as a business.
”
Marc Saunders - Marketing Director, Splendid Hospitality Group
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Travelex and ASDA Travel Money – Influencer Campaign
What we achieved
264,191 Accounts reached
16,036 Total number of interactions
20.3% Average Instagram engagement rate
Our brief was to organise Travelex’s first ever influencer marketing campaign, alongside partner ASDA Travel Money, across Europe, to build awareness of and encourage purchase of Travelex’s Money Card over competitor options.
We find that the most successful influencer campaigns come from a brief that is co-created. Influencer content is driven by emotion. People want to feel included, part of a community.
So, we led with a concept of re-connection.
Influencers could choose to take someone on holiday with them that they felt would benefit from some quality time – whether that be a long-distance partner, an estranged parent, or a childhood friend they hadn’t seen in a while.
The core audience of the campaign was between the ages of 35 and 64, but Travelex were also keen to expand into a younger demographic with this campaign to support in their revenue goals.
During the three months, we achieved:
264,191 accounts reached
16,036 total number of interactions
An average Instagram engagement rate of 20.3%
An average TikTok engagement rate of 4.7%
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Clermont Hotel Group – Brand Strategy
We were asked to create individual brand strategies for Clermont Group’s flagship hotels: Royal Horseguards, The Tower, Clermont Victoria, Clermont Charing Cross, Thistle Marble Arch and The Cumberland.
Our brief was to develop a bespoke 360-marketing approach that aligned with their sales activity and annual budget to increase domestic direct-high-value bookings.
We held brand immersion sessions with key contacts across each hotel, including general managers to understand their business plan and guest base.
The final strategy included intensive market research into booking habits and trends across London and the UK; a detailed channel strategy; performance insights; brand perception and presentation overhauls; a BOSSIT KPI tracker linked back up to the overarching business objective; and activation plan.
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