LONDON, 6 JULY, 2026 – Hope Street Hotel, Liverpool’s independent destination hotel, reported an 18% year-on-year increase in direct revenue as guests increasingly add spa experiences, dining and gifting alongside room bookings through Journey’s hospitality performance platform.
The results demonstrate how experience-led retailing is becoming a significant driver of direct revenue growth for hotels. By making rooms, dining, spa and gifting part of a single booking journey, operators are capturing more spend before arrival while giving guests greater control over how they plan and personalise their stay.
Hope Street Hotel, which features 149 bedrooms, an award-winning spa and a 2 AA Rosette restaurant Carriageworks, has transformed its online booking from a room-focused transaction into a connected digital experience where guests can build their entire stay before arrival.
Before implementing Journey, spa bookings were largely managed over the phone, dining reservations were promoted through confirmation emails, and voucher redemptions required manual handling across multiple systems.
The move to a unified online booking experience has reduced administrative workload across the hotel while giving guests greater control over their stay. By presenting live availability across rooms, spa treatments and dining experiences in one place, guests are able to personalise their stay and commit additional spend before checking in.
Since adopting Journey, Hope Street Hotel has significantly strengthened its e-commerce performance. Booking conversion rates are more than double the industry average, while spa revenue has increased by 140% since 2023. The hotel now sells 74% of its vouchers online, and guests spend an average of 53% more than their voucher value when redeeming online.
These results suggest that experience-led retailing is becoming an increasingly important driver of direct revenue growth for independent hotels, particularly those positioning themselves as destinations rather than accommodation providers alone. They also reflect changing guest expectations around convenience, personalisation and pre-arrival planning.
Mary Clark, Revenue Manager at Hope Street Hotel, said: “As a destination hotel, it has always been important for us to sell more than just bedrooms. Guests come to Hope Street for the complete experience, whether that’s the spa, dining, a celebration or simply time to relax, and we wanted our booking journey to reflect that.
“We chose Journey because we were looking for an all-in-one basket solution that would allow guests to build their entire stay in one place. Before Journey, many of those bookings were handled separately and involved a significant amount of manual administration. Today, guests can book bedrooms, spa treatments, dining experiences and redeem vouchers online, making it much easier for them to plan their stay in advance.
“The result has been a better experience for our guests and stronger performance for the hotel. We’re seeing growth across the business, not just in room revenue, while our teams spend less time managing processes and more time focusing on delivering exceptional guest experiences.”
Simon Bullingham, Founder and CEO at Journey, said: “Guests don’t think in departments. They don’t see bedrooms, spa, dining and gifting as separate purchases, they see one experience – one stay. Hotels that make it easy to build that experience in a single booking journey are seeing stronger engagement, higher spend and more direct revenue. Hope Street Hotel is a great example of how independent hotels can turn their booking journey into a powerful revenue driver while creating a better experience for guests.”
Looking ahead, Hope Street Hotel plans to continue investing in its digital guest journey, including the launch of a new website and further experience-focused marketing campaigns designed to drive direct engagement.
About Hope Street Hotel
Hope Street Hotel is Liverpool’s original independently-run boutique hotel. Located in the historic Georgian Quarter, it blends Venetian-style 19th-century warehouse architecture with modern, city-chic luxury across 149 bedrooms. Visit https://www.hopestreethotel.co.uk/
About Journey
Journey helps luxury hotels grow direct revenue by retailing the whole guest experience, not just rooms. More than 750 hotel and spa properties use Journey’s Performance Platform, a unified system across experience management, digital marketing, booking, and payments. Customers include Nikki Beach, Corinthia and Lakes By Yoo. With live bookable inventory at every moment, from pre-arrival to post-stay, Journey enables hotels to retail rooms, dining, spa, and activities in a seamless, shoppable experience for guests. The result is higher guest spend, stronger loyalty, and a measurable Return on Experience. For more information, visit https://journey.travel/.
