St. James Hotel & Club Case Study

By Caroline Dunlea,

St. James Hotel & Club is a Luxury 5-Star Boutique tucked away in a quiet cul-de-sac in the prestigious Mayfair. With fabulous Penthouse suites and some of the best guest room terraces in London, the hotel boasts stylish, sleek, contemporary yet elegant interiors.

Sophisticatedly finished with handmade silk wallpaper, black lacquered furniture, handcrafted Murano glass chandeliers and polished natural stone in the bathrooms, a nights stay in this hotel is a night in grandeur.


St. James Mayfair began a partnership with Core Optimisation in April 2018 to focus on their digital strategy and to grow their online presence and their online revenue. When we asked Stefano Lodi, General Manager of St James Hotel & Club, why they chose Core Optimisation he said…

“We have spoken with several Digital marketing companies before speaking to Core. What convinced me to choose them was their INCREDIBLE PROFESSIONALISM and ENTHUSIASM,  combined with a very DIRECT and HONEST APPROACH. Since working with them, we have seen a massive increase  in revenue coming through our website.”



In order to successfully grow their online presence, we knew we needed to do an in depth audit of current performance. After analysing all the digital channels and devices accessible to their audience, we put together a strategy that focused on growth of International and Domestic visitors. Additionally to this, we underwent a gap analysis on current performance as well as having restructured and refined all paid search campaigns.



For this project, a lot of consideration was put into choosing what methods were most appropriate and affluent at reaching out to St James Hotel & Club’s audience. We developed a strategy that focused on attracting the right type of customer for St. James Hotel & Club through a number of ways:


This involved audience segmentation which is the process of dividing people into subgroups based upon defined criterion such as media use, demographics and so on.


Remarketing Campaigns show ads to people who have previously visited your website and provide you with extra features specifically for reaching previous visitors.


Bid adjustments are done so as to ensure that clients budgets on Paid Search Advertising are being distributed to the highest converting audiences.



We identified a number of key areas where page content could be expanded as well as the potential for new content creation within their own site, assisting in attracting visitors to pages, increasing visibility and ensuring that we were positioning St. James Hotel & Club as the luxury property that it is.

Our use of heatmap software combined with our data analytics allowed the team at St. James Hotel & Club to make subtle changes to their website which greatly improved the experience for their customers and had a positive impact on their conversion rates.


Core Carried out an Audit in April 2018 identifying issues and opportunities and based the strategy for 2018 around this. Once we kicked off the campaign, we compared results to the year previous to which St James Hotel & Club reaped the rewards.




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About the author

Caroline is a co-founder and director of Core Optimisation where we work with our clients to deliver digital growth through a combination of Digital Marketing and Conversion Optimisation Strategies. She has a passion and energy for delivering a high level of customer service with a strong focus on results and increasing direct online revenue for our customers.