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Lost Revenue: How a Countryside Hotel in Eastern Europe Was Losing Clients Due to Marketing Disconnection
An audit-based case study on fixing broken marketing systems in small hospitality businesses
Confidentiality and Professional Ethics
All projects are carried out in full compliance with strict confidentiality agreements and personal data protection requirements. Client names and project details are disclosed only with their written consent. This is a mandatory standard in our work.
All projects are carried out in full compliance with strict confidentiality agreements and personal data protection requirements. Client names and project details are disclosed only with their written consent. This is a mandatory standard in our work.
Background
We recently conducted a full marketing audit for a small countryside hotel located within a national park in Eastern Europe. At first glance, the operation seemed solid — a picturesque setting, attractive accommodations, and an established online presence. But as we dug deeper into their sales and marketing funnel, we discovered critical flaws that were causing a steady loss of potential customers at nearly every stage.
What stood out most was a familiar pattern: in many small countryside hotels, the tools for promotion and sales exist in isolation. Each one functions independently — the website, booking engine, social media, and advertising — but they don’t form a cohesive system. The result: lost bookings, low ROI, and stagnant growth.
This case does not name the hotel or share visuals, to respect confidentiality.
Instead, it offers practical insights for owners and marketers of other small hotels and rural resorts facing similar issues. Many of the problems — and proposed solutions — are common across the industry, making this a useful checklist for auditing your own marketing systems.
What stood out most was a familiar pattern: in many small countryside hotels, the tools for promotion and sales exist in isolation. Each one functions independently — the website, booking engine, social media, and advertising — but they don’t form a cohesive system. The result: lost bookings, low ROI, and stagnant growth.
This case does not name the hotel or share visuals, to respect confidentiality.
Instead, it offers practical insights for owners and marketers of other small hotels and rural resorts facing similar issues. Many of the problems — and proposed solutions — are common across the industry, making this a useful checklist for auditing your own marketing systems.
Many of the problems — and proposed solutions — are common across the industry, making this a useful checklist for auditing your own marketing systems.
Armen Kaladzhyan
AK Marketing
What follows is a brief overview of the project.
It’s impossible to cover every detail within a single case study,
but we’ve aimed to highlight the logic behind our approach and the key results achieved.
It’s impossible to cover every detail within a single case study,
but we’ve aimed to highlight the logic behind our approach and the key results achieved.
Diagnosis: Where and How Customers Are Being Lost
1. Fragmented Product Presentation: “Find Me If You Can”
One of the first red flags was the inconsistent and disjointed presentation of the hotel’s primary product — its cottages.
- Guests had to jump between several pages to understand what a cottage offered
- The "Book Now" button on each cottage page didn’t lead to a booking form for that specific cottage — it redirected to a generic search form at the top of the page
- Key details were contradictory: one cottage’s area was listed as 36 m² on one page, and 50 m² on another. Payment conditions also varied from section to section
2. A Broken Booking Form: “I Want To, But I Can’t”
Testing the booking system revealed serious technical flaws:
- Selecting dates in January would sometimes autofill as November, returning “no cottages available”
- The close button on the form would disappear, forcing users to refresh the page
- On mobile, the “Book This Cottage” button simply didn’t respond
- With over 60% of traffic coming from mobile devices, these issues were likely killing a huge portion of potential conversions.
Simple but cozy
3. No Measurable Effectiveness: “Invisible Bookings”
Analytics settings revealed another major issue:
- The site didn’t track completed bookings — the main target action
- There was no way to tell which traffic sources were actually converting
- Basic metrics like conversion rates per marketing channel were missing
4. Social Media That Looks Good — But Feels Empty
The hotel’s social media presence looked polished, but failed to connect with people:
- No photos or videos of real guests — only empty rooms and scenic landscapes
- No human voice — no owner presence, no team personality, no real storytelling
- Almost no comments or engagement
- No user-generated content (UGC)
5. Ineffective Ad Strategy: “Lots of Impressions, Few Sales”
Their advertising approach made a common mistake:
- Trying to close the sale in a single ad touchpoint
- No funnel or follow-up sequence for nurturing interest
- Focus on cheap clicks rather than high-quality leads
- Optimizing for volume instead of conversion to bookings
6. Poor Mobile Experience: “I Can’t Read It, I Can’t Use It”
More than half of the traffic came from mobile — and the experience was frustrating:
- Font sizes were too small to read
- The location map was static and non-functional
- Tables were poorly formatted and unreadable on mobile
- Photos couldn’t be enlarged for a better look
Solutions: Fixing the System — Step by Step
1. Synchronizing Product Information
We recommended a complete overhaul of how accommodations were presented on the website:
A potential guest should be able to understand the offer and book a specific unit — all from one page, without switching between sections.
We recommended a complete overhaul of how accommodations were presented on the website:
- Create a unified page for each cottage with all relevant information in one place
- Ensure that the “Book Now” button leads directly to the booking form for that specific cottage
- Add galleries with high-quality photos and (if possible) 360° views or virtual tours
- Standardize all details — size, amenities, and payment terms — across the site
A potential guest should be able to understand the offer and book a specific unit — all from one page, without switching between sections.
2. Fixing Technical Issues in the Booking Form
We recommended the following urgent fixes:
We recommended the following urgent fixes:
- Eliminate the date error that auto-fills incorrect months
- Ensure that all UI elements (including the close button) work as expected
- Review and repair mobile responsiveness, especially the main booking CTA
3. Implementing Proper Analytics
We proposed a full setup of conversion tracking and campaign attribution:
We proposed a full setup of conversion tracking and campaign attribution:
- Define “booking completed” as a goal in the analytics platform
- Create a unique thank-you page (e.g., /booking-confirmed) to track successful transactions
- Implement proper UTM tagging for all ad campaigns
- With these in place, the hotel can track real ROI for each channel and see where paying customers are actually coming from.
In some cottages of the hotel complex, there were natural wood-burning stoves; however, this was not reflected on the first version of the website.
We recommended a complete overhaul of how accommodations were presented on the website
Irene Kirillova
AK Marketing
4. Humanizing Social Media Content
To make social media an actual conversion tool, not just a portfolio, we advised:
To make social media an actual conversion tool, not just a portfolio, we advised:
- Hosting professional photo shoots with guests (or models, with consent)
- Regularly sharing guest reviews — ideally in video format
- Introducing the owner or manager as a public “face” of the hotel — through stories, personal posts, or short video updates
- Actively encouraging and reposting user-generated content
- Creating interactive posts like polls, photo contests, and Q&As
- In our experience, human-centered content builds trust — and trust converts better than any sales pitch.
5. Building a Multi-Step Advertising Funnel
Instead of pushing for bookings in a single click, we suggested a full sales funnel:
Instead of pushing for bookings in a single click, we suggested a full sales funnel:
- Use lead magnets (e.g., “Top 10 Hidden Nature Spots in the Region”) to collect contacts from interested users
- Set up retargeting ads for users who’ve visited the site or engaged with ads
- Create automated follow-up sequences via messenger or email — offering helpful tips, stories, and soft-sell offers
- Ad offering a free guide to local attractions
- Download in exchange for email or messenger opt-in
- Series of nurturing messages about regional travel and stay options
- Final CTA with limited-time offer to book a cottage
6. Improving Mobile Usability
For the mobile version of the site, we proposed:
For the mobile version of the site, we proposed:
- Increasing font size across the site for readability
- Replacing the static location map with an interactive, zoomable version
- Redesigning tables and lists to be mobile-friendly
- Making all images tap-to-zoom for better visual exploration
Key Takeaways: A Marketing Philosophy for Small Hotels
This audit illustrates a common issue in the small hospitality sector: a disconnect between marketing tools that should be working together. Instead, websites, booking engines, social media, and ads often operate like separate silos.
As a result, potential customers drop out at every stage:
The foundation of that system is the customer journey — from first discovery, to booking, to becoming a loyal guest and brand advocate.
A well-integrated marketing system helps small hotels make the most of limited budgets — and compete successfully with much larger players.
As a result, potential customers drop out at every stage:
- Some can’t find the information they need
- Others hit technical walls trying to book
- Some don’t trust what feels like a faceless brand
- Others simply aren’t ready to book on the first click
The foundation of that system is the customer journey — from first discovery, to booking, to becoming a loyal guest and brand advocate.
A well-integrated marketing system helps small hotels make the most of limited budgets — and compete successfully with much larger players.
We were genuinely impressed by the depth and precision of the audit. It wasn’t just a checklist or surface-level review — it was a strategic, end-to-end analysis of how each part of our marketing ecosystem functions (or in some cases, doesn’t).
What stood out most was the ability to connect the dots — from how guests interact with the booking form, to what they experience on mobile, to why our social media wasn’t converting, even though it looked good. The recommendations weren’t generic. They were tailored, practical, and immediately actionable.
We’ve already begun implementing many of the suggestions and can confidently say that the way we approach marketing is now completely different. Most importantly, we’re excited — not overwhelmed — because the roadmap is clear.
We hope this is just the beginning of a long-term collaboration. Having a team that not only understands strategy but cares about results is a rare and valuable thing.
What stood out most was the ability to connect the dots — from how guests interact with the booking form, to what they experience on mobile, to why our social media wasn’t converting, even though it looked good. The recommendations weren’t generic. They were tailored, practical, and immediately actionable.
We’ve already begun implementing many of the suggestions and can confidently say that the way we approach marketing is now completely different. Most importantly, we’re excited — not overwhelmed — because the roadmap is clear.
We hope this is just the beginning of a long-term collaboration. Having a team that not only understands strategy but cares about results is a rare and valuable thing.
Andrew
Hotel Owner
Expert Marketing for the Travel Industry and Hospitality Sector
⏹ Marketing in travel and hospitality requires a different approach. Unlike mass-market products, it’s not about the number of leads, but their quality. Not the size of the ad budget, but how strategically it’s allocated. Not flashy creatives, but messages that build trust and convert interest into actual bookings.
⏹ We specialize in promoting “considered choice” services — niche tours, premium hotels, unique destinations, and tailor-made travel experiences. These are products people take their time choosing. They compare, research, and make thoughtful decisions, investing not only money but also their expectations for a memorable vacation.
⏹ We specialize in promoting “considered choice” services — niche tours, premium hotels, unique destinations, and tailor-made travel experiences. These are products people take their time choosing. They compare, research, and make thoughtful decisions, investing not only money but also their expectations for a memorable vacation.
⏹ With over 10 years of experience working with travel companies and hotels, we’ve built deep expertise in marketing for businesses of all sizes and formats. We don’t just launch ads — we build integrated marketing systems that reliably convert marketing investments into bookings and revenue.
⏹ Unlike many advertising agencies, we understand how travel decisions are made — and we design marketing strategies tailored to that process.
⏹ Unlike many advertising agencies, we understand how travel decisions are made — and we design marketing strategies tailored to that process.
Strategy + Advertising + Persuasion
By combining a strategic approach, targeted advertising, and warming, persuasive content, we attract high-quality leads and increase sales.
Start with the first step — a consultation
Every business is unique, and there are no one-size-fits-all solutions. We suggest starting with a 30-minute consultation to identify your key growth opportunities.
Or feel free to message us! We’re here to respond between 10:00 AM and 6:00 PM Central European Time (CET).
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Genuine Client Feedback
Thank you for your responsible approach to the project. For us, this has been a challenging task, largely due to the novelty of the product in the Russian market. Despite the general skepticism among our fellow citizens, you managed to build clear and persuasive communication with the target audience.
This is reflected in the increased activity on our social media channels—we’re seeing strong interest in the topic of high-precision tuberculosis diagnostics. Website traffic to our project’s informational platform has also grown significantly. This is in large part thanks to your contribution.
This is reflected in the increased activity on our social media channels—we’re seeing strong interest in the topic of high-precision tuberculosis diagnostics. Website traffic to our project’s informational platform has also grown significantly. This is in large part thanks to your contribution.
Armen, thank you for the quality work. The results are clear to me personally. There used to be silence—now people are actually reaching out and asking about the medical center. I’m not good with words like that, but I’ll try to get more involved in the process too. I think I’ve started to believe in social media. Let’s keep it going.
Thank you for your support in launching the “ALGOM” project — an evidence-based medical reference system.
Over the course of our 1.5-year collaboration, I’ve come to appreciate your professionalism, your sense of responsibility, your reliability, and your ability to achieve ambitious goals.
While not all promotional objectives have been fully met yet — largely due to the Russian market’s limited readiness for such innovative products — we have made significant progress. You’ve become a valuable partner to us.
Over the course of our 1.5-year collaboration, I’ve come to appreciate your professionalism, your sense of responsibility, your reliability, and your ability to achieve ambitious goals.
While not all promotional objectives have been fully met yet — largely due to the Russian market’s limited readiness for such innovative products — we have made significant progress. You’ve become a valuable partner to us.
We launched our project at a very difficult time—right at the start of the pandemic. It was challenging not only to get clients, but even to generate leads.
However, you did everything possible to give us a strong start. We got a beautiful landing page and quickly grew our following—from nearly zero to 2,000 subscribers in just a few months.
We received a large number of inquiries from clients during the summer and early fall. The second wave of the pandemic brought its own “adjustments,” but we truly appreciate your professionalism and the way you approached the project.
However, you did everything possible to give us a strong start. We got a beautiful landing page and quickly grew our following—from nearly zero to 2,000 subscribers in just a few months.
We received a large number of inquiries from clients during the summer and early fall. The second wave of the pandemic brought its own “adjustments,” but we truly appreciate your professionalism and the way you approached the project.
We’ve been working with Armen for three years now. During our collaboration, we’ve launched dozens of advertising campaigns to promote the clinic’s services — from diagnostics to cosmetology.
Throughout this time, he has proven to be a highly skilled professional as well as a responsible and reliable partner.
Throughout this time, he has proven to be a highly skilled professional as well as a responsible and reliable partner.
Thank you so much for your productive work — the numbers speak for themselves:
€40,000+ in revenue in June, typically the slowest month when most clinics see a drop in sales;
a record-breaking monthly revenue since the launch of the aesthetic center;
and for the first time in a year, the clinic has reached break-even.
€40,000+ in revenue in June, typically the slowest month when most clinics see a drop in sales;
a record-breaking monthly revenue since the launch of the aesthetic center;
and for the first time in a year, the clinic has reached break-even.
Thank you for supporting us from the very beginning of our business journey. At the start, our concept was vague — we didn’t even have a name. You guided us through every stage of building the business, from developing the strategy to acquiring our first clients.
You completely changed the way I approach marketing. For several months, I was paying an SMM manager for work that brought zero results.
You entered the project not just with ideas, but with a system that actually delivers. Most importantly, I finally understood what needs to be done — and how — to make social media generate sales instead of draining my time, energy, and money.
You entered the project not just with ideas, but with a system that actually delivers. Most importantly, I finally understood what needs to be done — and how — to make social media generate sales instead of draining my time, energy, and money.
In less than a month, we received a strong flow of inquiries on our website for our house-building promotion. Armen is always available and ready to provide guidance.
He also helped us make website changes to improve conversion. I’d also like to highlight a noticeable increase in comments and direct messages on our social media pages — something we hardly saw before, despite putting a lot of effort into creating posts.
He also helped us make website changes to improve conversion. I’d also like to highlight a noticeable increase in comments and direct messages on our social media pages — something we hardly saw before, despite putting a lot of effort into creating posts.