AA Hotel Group of the Year 2013/14, Macdonald Hotels operates a collection of luxury hotels, resorts and spas across the UK and in Spain. Having noticed lower than expected results and declining ROI across key marketing activity, they selected us back in 2013 to work with them for a year as trusted digital strategy and marketing partner with the aim of encouraging site visits and driving bookings for the full portfolio of hotels.

53 %

GROWTH in online bookings

31.5 %

INCREASE in online revenues

28.6 %

UPLIFT in website conversions

“The results were impressive - AD increased our online bookings by 53%, online revenue by 31.5% and site conversions by 28.6% on the previous year. We are delighted to be working in partnership with AD to improve our online activity and exposure. AD’s strategic, hands-on and results-driven approach made them the clear choice for the job. Their digital marketing team are responsive and proactive and, as a result, we’ve already seen positive changes and results across the board. We look forward to seeing more of the same moving forward.”

- Former Marketing Director, Macdonald Hotels & Resorts

Our digital marketing team worked with the hotel group on a monthly basis to identify opportunities and implement effective campaigns across channels. From content strategy and SEO to creating and managing the hotel group’s affiliate marketing campaigns, our brand executives worked hard to optimise content both on-page and off, driving increased relevant traffic and conversions.

We also worked across all PPC and media buying, implementing and managing display advertising campaigns, utilising remarketing and creating integrated paid search campaigns to deliver measurable results against the company’s KPIs.


  • SEO & content marketing
  • PPC search campaigns, display advertising & remarketing
  • Ad creative
  • Media buying
  • Affiliate marketing

Focusing on driving online bookings 

Our aim was to increase brand visibility and presence in search, thus driving increased online conversions. We worked with them to audit and optimise all content and UX for landing pages across the group website, identify and resolve any SEO issues, expand and refine keyword targeting, build out a comprehensive SEO style guide, thus improving relevancy of all meta data, and work on conversion rate optimisation. Our work drove month-on-month growth in both organic traffic and transactions.

Our designers worked with the digital marketing team to craft animated gif ads for display and remarketing, whilst highly targeted ad campaigns were added to the search strategy. Working across display networks we managed several highly successful display campaigns, which delivered considerable return on investment. 

In order to make affiliate marketing campaigns work harder for Macdonald Hotels, we made booking funnel improvements and launched nurture campaigns, driving an improved conversion rate and a significant uplift in revenues (within just two months we'd increased online revenues from affiliates by 95% and conversion rate by 106% on the previous year).  What's more on key channels like Affiliate Window, we drove an improvement of 10% in AWin Index over our time managing the account. 

Putting money where our mouth is

Within month one, we increased online bookings by 53%, revenue by 31.5% and site conversions by 28.6% on the figures from the previous year. Moving forward we increased average booking value by over 20%, we grew conversion rates by 27%, increased online bookings by 20% and online revenues by 28% (year total compared to previous year). These results are indicative of our focus on exceeding the expectations of our clients and ensuring we work together to emulate the quality of their offering in the online space.