SearchKings Africa & Boschendal
Client: Boschendal
Industry: Travel & Hospitality
Strategy: A consultative approach focused on connecting and unifying Boschendal’s technology systems, enabling a clearer view of historical guest data. This foundation allowed us to develop a strategic 12-month plan built on first-party data and booking trends, supported by performance marketing reporting that continuously informs and optimises the estate’s digital strategy.
How it started
Before partnering with SearchKings Africa, Boschendal faced a familiar challenge for iconic heritage estates.
Despite a world-class offering and consistently high demand, direct revenue was declining year-on-year.
A heavy reliance on Online Travel Agencies (OTAs) meant high commission costs were steadily eroding profitability. At the same time, Boschendal’s marketing and booking data lived in silos. There was no closed-loop view between the internal tech stack & guest data.
Boschendal’s hotel was busy but insight and the use of first-party guest data was limited.
Due to a lack of detailed reporting on marketing efforts, Boschendal couldn’t understand its ROI or make strategic marketing investment decisions.
Without a clear view of the full guest journey, growth was happening but not as efficiently, profitably, or data-driven as it could be.
The objective
When Boschendal partnered with SearchKings Africa, the objective was clear:
Increase direct, booked-on revenue
Create incremental demand across every channel
Because of our indepth hospitality expertise, we didn’t start with ads.
We started with the business.
Working closely with Boschendal’s marketing and revenue teams, we mapped the full commercial ecosystem, from demand generation to booking and reporting.
This collaborative deep dive revealed where systems, data, and decision-making were disconnected.
Those insights became the foundation for a unified strategy focused on:
- Regaining digital independence
- Improving visibility across the guest journey
- Driving more profitable, data-led growth
- Marketing attribution by channel per direct booking.
Our strategy
We approached Boschendal as a direct booked-on revenue generation partner, not just a service provider.
With an understanding of how hotels operate, we focused on breaking down data silos to turn historical insights into future bookings.
The solution
A dynamic, direct booked-on revenue generation setup tailored specifically for the hospitality sector and customised for Boschendal.
The impact
This partnership fundamentally changed how Boschendal approaches its digital marketing strategy.
Beyond performance metrics, the estate now operates with a data-led decision-making culture across its entire technology stack, from marketing through to revenue and reporting.
By securing revenue earlier through extended lead times, Boschendal unlocked greater financial flexibility.
This allowed the team to:
- Target new source markets with confidence
- Reinvest in demand generation and brand growth
- Make clearer, faster decisions backed by reliable data
The result is a more efficient marketing engine, stronger confidence in ROI, and a digital foundation that continues to support the expansion of Boschendal’s property portfolio.
The Results
48% increase in YoY direct booked-on revenue
60% increase in revenue across all channels
21.5% increase in YoY reservations
760% Average ROAS achieved over the first 8 months
30% increase in lead time from key international markets
A word from Boschendal
“SearchKings Africa didn’t just improve our marketing, they brought real expertise and impact to our strategy within the hospitality sector.
Their understanding of the nuances of our industry has made a tangible difference to our campaigns.
A special shout-out to Wade, Brett, and the rest of the team. They’ve been incredibly supportive, responsive, and collaborative every step of the way.”
– Merinda Carstens
Services Used:
Hospitality Consulting | Search Engine Marketing | Landing Page Design & Development | Data & Performance Reporting