- Dynamic Pricing
The Rowan Tree Country Hotel, a charming 11-bedroom hotel, have boosted their revenue by 25% by utilising Dynamic Pricing.
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Nestled on the banks of Loch Ness in Scotland, Foyers Lodge is more than just a place to stay – it’s a tranquil retreat with breathtaking, uninterrupted views of the loch and a unique blend of charm and luxury. Owned and operated by Anna and her husband Phil, the property has grown into one of Scotland’s premier boutique properties, boasting accolades such as a Michelin Key and a consistent 5.0 rating on Tripadvisor and Google. Playing a role in their success is freetobook, a trusted partner in their journey from start-up to award-winning boutique hotel.
The transformation of Foyers Lodge began in 2016 when Anna and her husband purchased the property. Following extensive renovations over several years, they opened with just one room in April 2018, gradually expanding their offerings to include seven luxurious rooms. This evolution, coupled with a transition from a B&B to a DB&B (dinner, bed & breakfast) model, allowed them to enhance the guest experience further.
During the early years, Airbnb was instrumental in managing bookings while renovations were ongoing. However, as the business grew, they needed more control over their bookings. “Airbnb was fine at the start, but we wanted to launch our own website so we could manage our own reservations. We wanted direct relationships with our guests and to avoid paying high commissions to the OTAs,” Anna explains. The desire for independence led her to freetobook, a recommendation from a trusted friend working at Expedia.
One of Foyers Lodge’s standout achievements is its remarkable direct booking rate: a staggering 94% of revenue comes directly through their website.
Anna attributes this success to a combination of hard work and freetobook’s seamless integration. “We’ve spent so long working on our SEO, improving our images, and creating a standout online presence. Freetobook’s features make it easy to show off our property and give guests the confidence to book directly,” she explains.
She emphasised the importance of guest relationships fostered through direct bookings: “Guests who book through our website read the details, ask questions, and arrive better prepared. Compare that to last-minute bookings through other channels – it’s just not the same experience.”
Anna praises freetobook for its simplicity and flexibility, which were crucial during Foyers Lodge’s early years.
One standout feature for Anna is the messaging system. “It’s brilliant! I can’t fathom why anyone wouldn’t use it. It’s so easy and helps us maintain clear communication with guests,” she said. The guest app has also been transformative for their time management. “Heather introduced me to the GuestAppy, and now I think it’s amazing. Everything I need is right there.”
She notes that freetobook has evolved alongside their needs. Starting with nine rooms, Foyers Lodge now operates with seven larger, more luxurious rooms, catering to their upscale, adult-only clientele. The system’s adaptability has been key in managing this transition smoothly.
Growing with freetobook and Foyers Lodge’s Own Strategy While freetobook provides the foundation, Anna’s dedication to building a strong brand has amplified its impact.
“Our Instagram and print media are big drivers, but it all ties back to having great photos and a unique aesthetic,” she comments. “Guests can easily see what they need to online, and that makes all the difference.”
The accolades speak for themselves:
Foyers Lodge’s and freetobook’s partnership underscores the value of trust, innovation, and a guest-focused approach. As Anna sums it up:
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