Driving direct bookings with a strategic digital ecosystem
Client
Hotel Elms
Services
Websites & Technology
Marketing & Advertising
Hotel Elms has provided quality Christchurch accommodation for over 40 years. Operating under the Choice Hotels franchise, this Ascend Collection four-star property caters to both domestic and international travellers, providing comfortable rooms, a popular restaurant and a versatile range of meeting options. Located on Papanui Road it blends airport convenience with city access, providing guests with the sweet spot for their stay in Ōtautahi.
- 97% occupancy rate in peak season
- 37% increase in direct booking intent
Maximising margins, protecting profits
Like most accommodation providers, Hotel Elms was facing a high reliance on attracting bookings through Online Travel Agencies (OTA's). While these offer excellent reach, their commission rates nibble into profit margins and dilute brand loyalty. Hotel Elms wanted to move away from being just another listing on a third-party site, by developing its brand and providing compelling reasons to book direct.
Claiming guests from search to check-in
Our strategy for Hotel Elms focused on reclaiming the guest relationship by overhauling their digital infrastructure, doubling-down on brand awareness and clearly promoting the property's unique value proposition. Following their transition to the boutique Ascend Collection franchise brand in 2022, we executed a comprehensive brand refinement to ensure their identity resonated with modern travellers while protecting their hard-earned local reputation. We supported this with a seamless digital booking journey that provided an intuitive, high-investment user experience, keeping potential guests 'captive' throughout the booking process, and used online channels to promote the hotel's value-led packages. Ultimately, we developed a full brand and digital marketing solution that gave travellers a clear reason to choose the hotel's own website over a high-commission third-party agency.
Integrated website build
We designed and built the hotel's website using SiteMinder integration, so guests can complete their booking without leaving the Hotel Elms interface.
360-degree virtual tours
We produced immersive virtual tours of the entire property to draw viewers into the space and build trust with potential guests before they arrive.
Targeted paid media
We actively manage tailored Meta and Google advertising campaigns to position the hotel prominently at the top of search results, competing effectively against big-budget aggregators.
Content creation
We produce a range of brand content including authentic, review-style video reels to give the brand a relatable presence on social media.
Our relationship with Hotel Elms has evolved into a highly productive and collaborative working partnership. We provide consistent brand support, creative innovation, and digital marketing expertise – all bound together with strong strategic execution – to help this iconic Christchurch property thrive in a competitive accommodation market.
97%
Occupancy rate in peak season (February 2026)
37%
Increase in direct booking intent
Occupancy growth
The hotel achieved an exceptional 97% occupancy rate in February 2026, with March following closely in the high 80% range.
Packages with punch
The targeted promotion of the hotel's curated "Stay and Play" package yielded a swift 37% increase in direct bookings compared to the prior two months.
Direct booking shift
By leveraging brand awareness during the off-season, the hotel has successfully driven higher-margin direct bookings, clawing back revenue that would have otherwise gone to OTA commissions.
"What I value most about working with Mint is their commercially grounded approach and how closely they collaborate with us. Our regular, in-person strategy meetings have become essential; the Mint team actively engages with myself and our wider hotel department heads to ensure every marketing campaign aligns well with our day-to-day operational realities to deliver the best possible outcome. By overhauling our digital infrastructure and embedding a seamless SiteMinder integration, they have directly helped us optimise our revenue mix and drive a 37% increase in direct booking intent. Mint consistently challenges my and the wider team's thinking on digital guest acquisition, and their ability to pair high-quality creative execution with practical profit protection makes them an invaluable operational partner for Hotel Elms."
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