Illustrative engagement. A representative scenario showing how we approach this kind of work in leisure. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping leisure
Leisure and recreation businesses compete for limited free time and holiday budgets. Visitors and members want value, convenience and memorable experiences.
- Holiday planning starts online, months ahead
- Memberships need visible value to renew
- Local tourism depends on infrastructure and cleanliness
Client background
A boutique hotel collection, working in Rajasthan. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A boutique hotel collection
- Sector
- Leisure
- Team engaged
- Digital Marketing
- Services
- Social media marketing, Influencer marketing, Content marketing
Client challenge
The hotels relied on travel agents and wanted more direct bookings.
Research objectives
- Deliver on the brief: seasonal social campaigns for boutique hotels.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Season campaign.
Audiences we typically reach in leisure
Visitors and touristsMembersFamilies planning holidaysLocal businessesTourism boards
Geographic coverage
Coverage: Rajasthan. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Travel creator partnerships
- 3Insight
We created destination content, partnered with travel creators and promoted direct booking offers.
Social media marketingInfluencer marketingContent marketing
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Inspire first, then make booking easy.
Recommendations
- Build on the core insight: inspire first, then make booking easy.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Direct booking enquiries increased during the season.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what price will visitors pay?