YOY Direct Bookings
Return on Ad Spend
Cost per Click (CPC)
Project Start
Deliverables:
2019 - Ongoing
Scenic Hotel Group is one of New Zealand’s leading accommodation groups, operating a diverse portfolio of hotels across key leisure and corporate destinations.
Fastrack Digital has partnered with Scenic Hotel Group since 2019 and today continues to lead their overall digital strategy, working closely with their in-house marketing team as a strategic partner. Our role spans paid media, SEO, GEO (AI-Discoverability), and ongoing website and conversion optimisation, ensuring Scenic remains competitive as guest booking behaviour and search continue to evolve.
When Scenic Hotel Group first engaged Fastrack, the business required a more structured and performance-driven approach to digital marketing. Brand awareness in the consumer market was low, direct booking revenue was limited, and there was a heavy reliance on third-party distribution channels. Existing SEO and paid search activity was underperforming relative to industry benchmarks, and managing multiple hotel brands lacked clarity and consistency.
As the partnership evolved, Scenic also needed a future-ready digital strategy capable of responding to increasing competition, rising media costs, and the growing influence of AI-powered search and discovery platforms on how guests research and choose accommodation.
Fastrack leads Scenic Hotel Group’s end-to-end digital strategy, working as an extension of their in-house team to drive sustainable direct revenue growth. We manage and optimise paid media to improve efficiency, increase ROAS, and grow the volume and value of direct bookings.
We continue to deliver high performing Paid Media and continuous SEO, technical optimisation, and GEO (AI-Discoverability) to ensure Scenic’s brands remain highly visible across traditional and AI-powered search. This is complemented by ongoing website and conversion optimisation, turning demand into bookings more effectively.
All activity is underpinned by live performance reporting, giving full transparency across spend, revenue, and channel performance to support faster, smarter decision-making.
The partnership has delivered strong and sustained growth in direct booking revenue, improved brand visibility across paid and organic search, and more efficient media performance with clearer ROI attribution. Scenic Hotel Group now benefits from a unified and scalable digital framework across multiple brands, supported by greater alignment between marketing and leadership teams.
Today, Fastrack continues to guide Scenic Hotel Group’s digital strategy, helping the business stay ahead of industry change and positioned for growth in an increasingly competitive and AI-driven travel landscape.
Established in 1980, Scenic Hotel Group is New Zealand’s largest independent hotel group with a large number of properties across the country and South Pacific Islands. Established in 1980 by the founders of the group, Earl Hagaman and Ralph Brown when first visiting New Zealand, they fell under the spell of the magical beauty of the country. In 1981 they purchased their first hotel on the West Coast. The then 48-room Graham Motor Inn, to this day stands as one of the iconic “hero” locations of the group, the 130-room Scenic Hotel Franz Josef Glacier.
See https://www.scenichotelgroup.co.nz/ for more information.
