Best Practice Case Studies

Dornoch Castle Hotel, Dornoch
- work that mailing list

The Dornoch Castle Hotel is buzzing in winter, with 60% occupancy rates in January and 67% in February. So how is this achieved?

Colin Thompson swears by his database management and sheer determination. Over the past five years a large mailing list of over 4500 British and 4500 overseas names has been built up. This database is carefully worked with only the British names targeted for the low season. E-mail is fast, easy and cheap, but not nearly as successful as mailshots using postcard offers. People stick a postcard on the fridge and come back to it later- an e-mail is soon lost in a full inbox.

The hotel will shortly launch its on-line booking service, and email marketing will be matched to those clients who are regular Cluanie Inn computer users. Newspaper and brochure advertising is rarely used, although the hotel does some selective magazine advertising for the summer golf market.

Pricing is important as the winter market is very price sensitive. Offers are tailored to what clients have done before. If the client is from London, and wants weekend breaks then that is the offer they are sent. Price is similarly structured.

The quality of marketing materials is also crucial. Last year's rather ordinary looking winter brochure was replaced this year with a much more attractive one. Coupled with more attractive pricing, this new brochure is credited with doubling January's turnover over last year.

Being open all year provides continuity of employment for staff, which is good for the staff, the business and the local economy. Low season guests also contribute to the local economy by spending with other businesses in Dornoch such as shops.  The hotel also provides services for the local area through the winter, including dining for locals and a meeting venue.

All is not easy in promoting the winter season however, with the weather being a key issue. Variable weather forecasting, and broad brush news reports overstating the impact of the weather on the roads, can easily put off potential guests from travelling north.

Further Information: www.dornochcastlehotel.com

This case study features in the publication 'Wake up to Winter'.  You can download the full publication at the bottom of this page.

Case study added March 2006

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