In 2017, Focus Online was tasked with the design and development of websites for the Seasons In Africa Group’s lodges, and to redevelop their hotel sites. In addition, we also won the pitch to redevelop a number of their activity provider and transfer company sites. Beyond the scope of these encompassing build projects, we were tasked with delivering the brand’s various digital marketing programmes, comprising paid search, social media marketing and advertising, as well as organic search optimisation. While the Group’s hotel properties opted for a retainer based agreement structure, the lodges opted for Focus Online’s performance based remuneration model.

Working closely with Focus Online’s paid search, content and account management teams, Seasons in Africa managed to position their new lodge properties as premium Southern African establishments while rapidly ramping up on revenue from a cold start. For established properties, the same brand positioning outcomes were achieved, while also delivering a significant increase in the number of direct bookings achieved as a percentage of overall new business. The Group’s hotel properties benefitted from outsourcing their digital marketing activities and being able to focus on their core business, that of running a hotel, more effectively.