Previous project
QHotels sought our help to revitalise their marketing strategy. Our approach began with market analysis, aligning our research topics with their current strategy.
Q Hotels Digital Strategy
Increasing purchases by 292% with a new digital strategy
The approach
Client
Service
- Paid Media
- Strategy & Insights
Year
2023
The strategy
Through insights like YouGov’s consumer report and Google’s nation reports, we found Brexit, Covid, and Ukraine anxieties tightened budgets, yet a desire for self-indulgence persisted.
Behavioural analysis revealed shifts post-Covid, emphasising mental wellbeing and digital detox.
After examining product positioning and competitor activity based on our findings, we shifted our channel strategy from price-driven room sales to ‘personalised experiential marketing’.
Once implemented, this resulted in quick success in paid social activity with campaigns created around the theme: “Mental Health is Priceless”
Data from our research revealed…
Activities post-pandemic
Emotions before and during pandemic
129
%
Increase in CTR
292
%
Increase in purchases
“connective3’s insights helped us reposition our thinking and ensured every penny spent on marketing for 2023 was spent on the highest returning audiences. A well worthwhile piece of research helping us to understand our market as best as we possibly could.”
Jemma Chalmers
Digital Marketing Manager
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