DATE
03/01/2025
Rebuilding a legacy brand into a
modern revenue engine
Rebuilding a legacy brand into a
modern revenue engine
Hospitality
E-Commerce
Repositioning
Services
Operations & Growth
Brand Strategy
Performance & Creative
Category
E-Commerce
Client
Shillingford Bridge Hotel
SNAPSHOT
30%
Increase in revenue
over the year.
60%
Direct bookings
increased to 60% of
total bookings
25%
Increase in ABV
through funnel
optimisation
and upsells/packaging
7.0+
Guest review scores
increased to 7.0+
30%
Increase in hotel revenue
over the year.
60%
Direct bookings increased
to 60% of total bookings
25%
Increase in ABV
through funnel optimisation
and upsells/packaging
7.0+
Guest review scores
increased to 7.0+
Overview
A legacy brand, reset
Shillingford Bridge Hotel is a historic riverside hotel in Oxfordshire with strong local recognition and heritage. Once regarded as a premium four-star destination, the hotel had fallen behind, dated interiors, an outdated brand and digital presence, and a declining reputation shaped by years of underinvestment.
The Challenge
Trust was broken
Shillingford Bridge faced a complex, multi-layered problem:
Strong local awareness, but negative local perception
A dated website and fragmented digital presence
Heavy reliance on OTAs, eroding margins
Inconsistent pricing, offerings, and positioning
Poor alignment between the experience on-site and how it was marketed
The challenge wasn’t demand, it was trust, clarity, and conversion.
SNAPSHOT
SNAPSHOT
30%
Increase in revenue
over the year.
60%
Direct bookings
increased to 60% of
total bookings
25%
Increase in ABV
through funnel
optimisation
and upsells/packaging
7.0+
Guest review scores
increased to 7.0+
The Strategy: Repeatable Growth Engine
The Strategy: Repeatable Growth Engine
The Strategy:
Repeatable Growth Engine
Fixing the whole engine
A brand built with intent
Overview
Shillingford Bridge Hotel is a historic riverside hotel in Oxfordshire with strong local recognition and heritage. Once regarded as a premium four-star destination, the hotel had fallen behind, dated interiors, an outdated brand and digital presence, and a declining reputation shaped by years of underinvestment.
Shillingford Bridge faced a complex, multi-layered problem:
Strong local awareness, but negative local perception
A dated website and fragmented digital presence
Heavy reliance on OTAs, eroding margins
Inconsistent pricing, offerings, and positioning
Poor alignment between the experience on-site and how it was marketed
The challenge wasn’t demand, it was trust, clarity, and conversion.
The Challenge
Crowded market. No shortcuts.
A brand built with intent
Overview
Shillingford Bridge Hotel is a historic riverside hotel in Oxfordshire with strong local recognition and heritage. Once regarded as a premium four-star destination, the hotel had fallen behind, dated interiors, an outdated brand and digital presence, and a declining reputation shaped by years of underinvestment.
Crowded market. No shortcuts.
The Challenge
Shillingford Bridge faced a complex, multi-layered problem:
Strong local awareness, but negative local perception
A dated website and fragmented digital presence
Heavy reliance on OTAs, eroding margins
Inconsistent pricing, offerings, and positioning
Poor alignment between the experience on-site and how it was marketed
The challenge wasn’t demand, it was trust, clarity, and conversion.
Rather than treating this as a cosmetic rebrand, the focus was to rebuild the hotel’s entire revenue ecosystem.
The strategy centred on:
Repositioning the brand to reflect renovation and future intent
Creating a unified content and brand system across every guest touchpoint
Installing smarter pricing, distribution, and booking mechanics
Shifting demand from OTAs to direct, owned channels
Conversion-led website and booking funnel to increase direct sales
Turning guests into repeat customers through lifecycle marketing
Rather than treating this as a cosmetic rebrand, the focus was to rebuild the hotel’s entire revenue ecosystem.
The strategy centred on:
Repositioning the brand to reflect renovation and future intent
Creating a unified content and brand system across every guest touchpoint
Installing smarter pricing, distribution, and booking mechanics
Shifting demand from OTAs to direct, owned channels
Conversion-led website and booking funnel to increase direct sales
Turning guests into repeat customers through lifecycle marketing
Growth didn’t come from more demand
Growth didn’t come from more demand
Growth didn’t come from more demand
It came from fixing the system behind it.
It came from fixing the system behind it.
Print, Collateral & Distribution Strategy
Print, Collateral &
Distribution Strategy
Print, Collateral & Distribution Strategy
Beyond digital
Rebuilding the physical & local sales engine
We reassessed all printed collateral and local distribution for Shillingford Bridge Hotel, from brochures and flyers for weddings, events, and corporate stays to outdoor banners and in-house materials. Outdated and inconsistent, these assets were redesigned to align with the new brand, optimise messaging, and integrate upsells. Combined with a targeted distribution strategy and measurable tracking, this overhaul increased engagement, boosted enquiry rates, and directly contributed to higher event and stay bookings.
Rebuilding the physical & local sales engine
We reassessed all printed collateral and local distribution for Shillingford Bridge Hotel, from brochures and flyers for weddings, events, and corporate stays to outdoor banners and in-house materials. Outdated and inconsistent, these assets were redesigned to align with the new brand, optimise messaging, and integrate upsells. Combined with a targeted distribution strategy and measurable tracking, this overhaul increased engagement, boosted enquiry rates, and directly contributed to higher event and stay bookings.
Services Delivered
Services Delivered
Services Delivered
End-to-end ownership
Brand, Identity & Content System
New logo and brand identity to mark a new era
Complete refresh of all on-site and digital content:
- Menus, tent cards, banners, posters, event calendars
- Photography and video across rooms, dining, eventsStory-driven content aligned across website, OTAs, and third-party platforms
This ensured guests experienced a consistent, elevated brand before, during, and after their stay.
Website, SEO & Digital Experience
End-to-end website rebuild: strategy, UX/UI, copy, SEO
Clear segmentation for leisure stays, weddings, events, and dining
SEO-led structure to increase branded search and organic traffic
Increased time on site and engagement post-launch
Booking Funnel & Revenue Optimisation
Redesigned booking journeys aligned with guest intent
Integrated upsells, increasing average booking value
Installed AI-driven rate planning tools to support smarter pricing decisions
Conducted SWOT analysis, competitor benchmarking, and rate comparisons
Planned and structured pricing up to 12 months in advance, with flexible rules for last-minute demand
Distribution, Cost Control & Channel Strategy
Audited all third-party platforms and subscriptions
Removed underperforming tools and channels, reducing wasted spend
Reallocated budget toward:
Proven OTA partners
Direct booking channels
Updated listings across OTAs and partner platforms with new content and positioning
Email & Lifecycle Marketing
Implemented geo-location email capture for in-venue guests
Grew the subscriber list by 3,000+ verified customers
Built email templates and automated flows
Achieved consistent 30%+ open rates and 16% CTR
Drove repeat stays and direct bookings through owned channels
Brand, Identity & Content System
New logo and brand identity to mark a new era
Complete refresh of all on-site and digital content:
- Menus, tent cards, banners, posters, event calendars
- Photography and video across rooms, dining, eventsStory-driven content aligned across website, OTAs, and third-party platforms
This ensured guests experienced a consistent, elevated brand before, during, and after their stay.
Website, SEO & Digital Experience
End-to-end website rebuild: strategy, UX/UI, copy, SEO
Clear segmentation for leisure stays, weddings, events, and dining
SEO-led structure to increase branded search and organic traffic
Increased time on site and engagement post-launch
Booking Funnel & Revenue Optimisation
Redesigned booking journeys aligned with guest intent
Integrated upsells, increasing average booking value
Installed AI-driven rate planning tools to support smarter pricing decisions
Conducted SWOT analysis, competitor benchmarking, and rate comparisons
Planned and structured pricing up to 12 months in advance, with flexible rules for last-minute demand
Distribution, Cost Control & Channel Strategy
Audited all third-party platforms and subscriptions
Removed underperforming tools and channels, reducing wasted spend
Reallocated budget toward:
Proven OTA partners
Direct booking channels
Updated listings across OTAs and partner platforms with new content and positioning
Email & Lifecycle Marketing
Implemented geo-location email capture for in-venue guests
Grew the subscriber list by 3,000+ verified customers
Built email templates and automated flows
Achieved consistent 30%+ open rates and 16% CTR
Drove repeat stays and direct bookings through owned channels
Brand, Identity & Content System
New logo and brand identity to mark a new era
Complete refresh of all on-site and digital content:
- Menus, tent cards, banners, posters, event calendars
- Photography and video across rooms, dining, eventsStory-driven content aligned across website, OTAs, and third-party platforms
This ensured guests experienced a consistent, elevated brand before, during, and after their stay.
Website, SEO & Digital Experience
End-to-end website rebuild: strategy, UX/UI, copy, SEO
Clear segmentation for leisure stays, weddings, events, and dining
SEO-led structure to increase branded search and organic traffic
Increased time on site and engagement post-launch
Booking Funnel & Revenue Optimisation
Redesigned booking journeys aligned with guest intent
Integrated upsells, increasing average booking value
Installed AI-driven rate planning tools to support smarter pricing decisions
Conducted SWOT analysis, competitor benchmarking, and rate comparisons
Planned and structured pricing up to 12 months in advance, with flexible rules for last-minute demand
Distribution, Cost Control & Channel Strategy
Audited all third-party platforms and subscriptions
Removed underperforming tools and channels, reducing wasted spend
Reallocated budget toward:
Proven OTA partners
Direct booking channels
Updated listings across OTAs and partner platforms with new content and positioning
Email & Lifecycle Marketing
Implemented geo-location email capture for in-venue guests
Grew the subscriber list by 3,000+ verified customers
Built email templates and automated flows
Achieved consistent 30%+ open rates and 16% CTR
Drove repeat stays and direct bookings through owned channels
Brand, Identity & Content System
New logo and brand identity to mark a new era
Complete refresh of all on-site and digital content:
- Menus, tent cards, banners, posters, event calendars
- Photography and video across rooms, dining, eventsStory-driven content aligned across website, OTAs, and third-party platforms
This ensured guests experienced a consistent, elevated brand before, during, and after their stay.
Website, SEO & Digital Experience
End-to-end website rebuild: strategy, UX/UI, copy, SEO
Clear segmentation for leisure stays, weddings, events, and dining
SEO-led structure to increase branded search and organic traffic
Increased time on site and engagement post-launch
Booking Funnel & Revenue Optimisation
Redesigned booking journeys aligned with guest intent
Integrated upsells, increasing average booking value
Installed AI-driven rate planning tools to support smarter pricing decisions
Conducted SWOT analysis, competitor benchmarking, and rate comparisons
Planned and structured pricing up to 12 months in advance, with flexible rules for last-minute demand
Distribution, Cost Control & Channel Strategy
Audited all third-party platforms and subscriptions
Removed underperforming tools and channels, reducing wasted spend
Reallocated budget toward:
Proven OTA partners
Direct booking channels
Updated listings across OTAs and partner platforms with new content and positioning
Email & Lifecycle Marketing
Implemented geo-location email capture for in-venue guests
Grew the subscriber list by 3,000+ verified customers
Built email templates and automated flows
Achieved consistent 30%+ open rates and 16% CTR
Drove repeat stays and direct bookings through owned channels
Brand & Strategy
Brand & Strategy
Website & Digital
Website & Digital
Booking Funnel & Revenue
Booking Funnel & Revenue
Cost & Channel Strategy
Cost & Channel Strategy
Operations & Growth
Operations & Growth
The Results
Commercial turnaround
30% increase in overall hotel revenue and bookings
Direct bookings increased to 60% of total bookings (vs 40% OTAs) highly uncommon in hospitality
25%+ increase in direct booking revenue through funnel optimisation
Increased average booking value through upsells and packaging
Booking conversion rate uplift (post-launch)
Guest review scores increased to 7.0+, improving trust and visibility
Weddings increased from 10 to 15 per year
Event revenue growth through restructured offerings and pricing
Sold out Christmas Day, New Year’s Eve, and achieved 80–100% capacity across Christmas party events
Increased branded search traffic and time on site
30% increase in overall hotel revenue and bookings
Direct bookings increased to 60% of total bookings (vs 40% OTAs) highly uncommon in hospitality
25%+ increase in direct booking revenue through funnel optimisation
Increased average booking value through upsells and packaging
Booking conversion rate uplift (post-launch)
Guest review scores increased to 7.0+, improving trust and visibility
Weddings increased from 10 to 15 per year
Event revenue growth through restructured offerings and pricing
Sold out Christmas Day, New Year’s Eve, and achieved 80–100% capacity across Christmas party events
Increased branded search traffic and time on site
30% increase in overall hotel revenue and bookings
Direct bookings increased to 60% of total bookings (vs 40% OTAs) highly uncommon in hospitality
25%+ increase in direct booking revenue through funnel optimisation
Increased average booking value through upsells and packaging
Booking conversion rate uplift (post-launch)
Guest review scores increased to 7.0+, improving trust and visibility
Weddings increased from 10 to 15 per year
Event revenue growth through restructured offerings and pricing
Sold out Christmas Day, New Year’s Eve, and achieved 80–100% capacity across Christmas party events
Increased branded search traffic and time on site
Why This Matters
The model scales
This project demonstrates what happens when branding, marketing, pricing, and systems work together.
Shillingford Bridge didn’t grow by chasing traffic, it grew by:
Fixing fundamentals
Owning the customer journey
Building systems that convert and retain
This is the same challenge many established businesses face as they scale.
Message from Founder
“Madefor didn’t just modernise the brand, they rebuilt how the hotel attracts, converts, and retains customers. The shift to direct bookings alone changed the business.”
“Madefor didn’t just modernise the brand, they rebuilt how the hotel attracts, converts, and retains customers. The shift to direct bookings alone changed the business.”
“Madefor didn’t just modernise the brand, they rebuilt how the hotel attracts, converts, and retains customers. The shift to direct bookings alone changed the business.”
Key Takeaway
Key Takeaway
Key Takeaway
Systems restore growth
Legacy brands don’t need reinvention, they need realignment.
Growth comes from clarity, systems, and ownership across the entire revenue journey.
Legacy brands don’t need reinvention, they need realignment.
Growth comes from clarity, systems, and ownership across the entire revenue journey.
Key Takeaway
Brands grow when structure exists
Legacy brands don’t need reinvention, they need realignment.
Growth comes from clarity, systems, and ownership across the entire revenue journey.
DATE
03/01/2025
Rebuilding a legacy brand into a
modern revenue engine
Repositioning
E-Commerce
Hospitality
Services
Operations & Growth
Brand Strategy
Performance & Creative
Category
E-Commerce
Client
CASA
DATE
03/01/2025
Rebuilding a legacy brand
into a modern revenue
engine
Hospitality
E-Commerce
Services
Operations & Growth
Brand Strategy
Performance & Creative
Category
E-Commerce
Client
Shillingford Bridge Hotel
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Is this coaching or consulting?
What’s the money-back guarantee?
Do you run ads or manage social media?
FAQ
Frequently
Asked Questions
Have questions? Our FAQ section has you covered with
quick answers to the most common inquiries.
Who is this for?
What makes this different from an agency?
How much time will this take from me?
Is this coaching or consulting?
What’s the money-back guarantee?
Do you run ads or manage social media?
Who is this for?
What makes this different from an agency?
How much time will this take from me?
Is this coaching or consulting?
What’s the money-back guarantee?
Do you run ads or manage social media?