How a Seasonal Strategy Increased Kokhta Bakuriani's Direct Booking Revenue by 46%

About

Kokhta Bakuriani is a contemporary four-star hotel located in the Kokhta-Mitarbi ski resort, one of Georgia's most popular mountain destinations. The hotel features 92 rooms, modern meeting facilities, and direct access to year-round outdoor activities, making it a popular choice for both leisure and corporate travelers.

Challenges

• Need to maximize revenue during the peak season
• Short length of stay limiting revenue opportunities
• Corporate bookings not yet centralized through the official website

After implementing Exely in September 2025, Kokhta Bakuriani was preparing for its first winter season with no historical booking data in the system. The ski season was a major revenue opportunity, so the hotel needed to attract more direct bookings during peak demand and encourage guests to stay longer.

The hotel also wanted to grow direct sales beyond seasonal leisure travelers. Silk Hospitality Group, the management company of Kokhta Bakuriani, already had relationships with corporate partners, but there was no structured process to move these bookings through the official website. The team needed a strategy that would increase winter booking volume and build a stronger direct sales channel for both leisure and corporate demand.

Solution

Seasonal Direct Sales Strategy
After a strategy session, Exely’s Customer Success Manager and the hotel’s Commercial Department agreed on an action plan and launched it immediately. The goal was to increase booking volume during the rest of the winter season and extend the average length of stay through targeted promotions.

Longer-Stay Promotional Rates
The hotel introduced two promotional rate plans: Stay 2 Nights – Get 15% Discount and Stay 3 Nights – Get 25% Discount. Both offers were available for bookings made between January 21 and February 28 and required a minimum stay, helping the hotel reduce one-night bookings and increase the length of stay.

Direct Traffic to the Website
To bring more guests to the official website, the hotel promoted the offers through sponsored campaigns and its own digital channels. Meta Ads and Instagram posts led guests directly to the website, where they could book the promo rates through Exely Booking Engine.

Private Corporate Rates
Alongside the seasonal campaign, the hotel launched closed corporate rate plans for Silk Hospitality Group’s partner companies. Each company received a dedicated promo code, allowing employees to access exclusive rates and complete reservations directly on the official website with their corporate email addresses.

Result

Within five weeks of launching the strategy, Kokhta Bakuriani achieved strong direct booking results during its first winter season with Exely. The promotional rate plans generated $24,868 in revenue, all through the hotel's official website. During the same period, the website generated 39 bookings worth $35,959 while total hotel sales reached 134 bookings and $110,115 across all distribution channels.

The campaign increased bookings by 4.5 and contributed to 46.5% revenue growth. Alongside the campaign, Kokhta Bakuriani maintained strong online visibility with the #1 organic Google ranking for the branded search "Kokhta Bakuriani" and a well-optimized Google Business Profile, helping more travelers find and book directly through the official website.