Union Street Inn
The Challenge
Union Street Inn needed to increase direct online bookings in a highly competitive Nantucket market and reduce the seasonality of demand. Their existing digital presence wasn’t fully capitalizing on intent-rich search traffic, and paid campaigns weren’t yet scaled or optimized to reliably profit from peak travel windows. They required a clear, measurable way to turn awareness into high-value, direct reservations.
The Solution
We built a full-funnel growth strategy around Union Street Inn’s ideal guest. This included tightening tracking and analytics in Google Analytics, restructuring paid media to focus on high-intent search and social audiences, and refining landing experiences to better match guest motivations and stay patterns. Creative, targeting, and budgets were continuously optimized around revenue efficiency, not just clicks, ensuring every campaign was accountable to bookings and return on ad spend.
The Results
Within one year, Union Street Inn saw a meaningful lift in qualified demand and direct website performance. Active website users increased by 38.7%, adding more than 53,000 users year over year. Google Performance Max became a major net-new demand driver, with PMax-attributed new website users up 284.4% versus the prior year. Email evolved into a high-value re-engagement and revenue channel, driving a 119.39% increase in email-attributed engaged website sessions. Taken together, these improvements helped Union Street Inn drive more direct bookings, rely less on OTAs, and smooth out seasonality by more effectively capturing and converting high-intent travelers throughout the year.