Client Overview

Q1 Resort & Spa is one of the most iconic high-rise apartment hotels on the Gold Coast, known for its premium accommodation, panoramic ocean views, and strong appeal to both domestic and international travellers.

Operating within a competitive short-term accommodation market, Q1 relies heavily on a mix of OTA bookings and direct website conversions to drive occupancy and revenue.

Challenge

Q1 faced several key performance and revenue challenges:

1. Heavy reliance on OTAs, resulting in high commission costs and reduced profitability

2. Direct bookings accounted for only ~10% of total revenue

3. Underutilised digital marketing channels with inconsistent ROI tracking

4. Lack of clear attribution across Google Ads, Meta, and booking engine conversions

5. Missed opportunities to capitalise on high-intent search traffic (e.g. branded + location terms)

Our Approach

We implemented a full-funnel performance strategy focused on increasing direct revenue and reducing dependency on third-party channels:

1. Direct Booking Strategy: We repositioned the website as the primary revenue driver, introducing compelling direct booking offers, promotional codes, and urgency-based messaging.

2. High-Intent Google Ads: We rebuilt Google Ads campaigns targeting high-converting keywords (brand, competitor, and location-based searches), ensuring maximum visibility at the point of intent.

3. Meta Performance Campaigns: We launched conversion-focused campaigns across Facebook and Instagram, targeting travellers based on behaviour, intent signals, and past website engagement.

4. Advanced Tracking & Attribution: We implemented accurate conversion tracking across SiteMinder, GA4, and Meta (including CAPI), allowing full visibility on revenue, ROAS, and channel performance.

5. Creative & Offer Optimisation: We continuously tested offers (e.g. % discounts, value-add incentives) and creative angles to maximise click-through rate and conversion rate.

Results (Sustained Performance Growth)

• 87x return on ad spend (ROAS) achieved across campaigns (built and scaled over time)

• Direct bookings increased from 10% → 55% of total revenue

• 50% phone call conversion rate from inbound enquiries

• Significant reduction in OTA reliance and associated commission costs

• Consistent month-on-month revenue growth from paid channels

Key Takeaway

When hotels take control of their digital strategy; focusing on direct bookings, high-intent acquisition, and accurate tracking, they can dramatically increase profitability while reducing reliance on third-party platforms.