Circle Hotels

Membership Marketing Services:

Consumer Website with Member Login area and multi-tier users; member acquisition campaign

Profile:

Circle Hotels is an independent hospitality marketing consortium, representing more than 700 independent hospitality businesses to tour operators around the globe

Relationship:

Ad-hoc project work on a number of occasions with a number of different remits

Support by apt:

Our very first project was delivery of a new website which meets the needs of three relevant stakeholders; consumers likely to book direct with accommodation providers, tour operators looking to book with small, independent providers and the providers themselves. The second project was a member acquisition campaign, working to grow the membership numbers. This worked with an action-specific approach and included a custom-built, desk-researched database of 800 contacts, who were then targeted with email, direct mail and telesales.


Key results:

  • The dedicated acquisition campaign resulted in a 40% contact rate and a 10% conversion rate of the original 800 database

  • Statistics from the website should be available shortly; comprehensive results are not available until a year after launch due to industry lead-times.


Testimonial:

“We are pleased with the new clean look of our website and think it gives us an enhanced professional presence within our marketplace.  The process of designing and developing the site with apt was relatively stress free. There have been no measurable benefits I can report as yet, although the feedback from tour operators, hoteliers and members of the public have all been enthusiastic.  We consider quantifiable benefits are only likely to be noticed at the end of next season due to industry lead times, but are confident that had we not re-developed then there would have been a negative effect on our trade.”

Jenny Horsley, Director, Circle Hotels


 

 
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