40% increase in direct bookings for Cove Bay Hotel with STAAH’s powerful channel management and tools.
Tucked along the coastline near Aberdeen, Scotland, the Cove Bay Hotel is rich with history and heart. Dating back to the early 1800s, this former coaching inn began its life as a (somewhat cheeky) illegal drinking house in the late 1700s. Today, it’s a cosy and welcoming hotel known for its charming rooms, traditional pub, and scenic views — all while proudly maintaining the character of its storied past.
But while the walls may be historic, the way the hotel manages bookings is anything but old-fashioned — thanks to STAAH.
Outgrowing a slow, rigid booking system
Owner Guy Craig knew things had to change when their old channel manager started holding them back. “There just wasn’t any innovation,” he says. “The booking process felt slow, outdated and didn’t give us the flexibility we needed to grow.”
As guest expectations and booking trends evolved, Guy wanted a smarter, faster, and more responsive way to manage availability and rates across online travel agents (OTAs) — and something that didn’t make them feel stuck in the past.
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What stood out about STAAH wasn’t just the product — it was the approach. “They offered solutions others didn’t,” Guy explains. “They really listened when we talked about rate strategy and channel mix — and together, we implemented tools like WatchMyRate that allowed guests to compare our direct rates to competitors and on OTAs, and Get Google that tapped into Google Hotel’s high intent search users.”
The two tools came together and gave the hotel an immediate lift in direct reservations.
The STAAH Channel Manager provided the flexibility and real-time updates the team needed. Managing rates and availability became seamless. Instead of manual updates or waiting for clunky systems to catch up, the team could respond instantly to changes from guest demand to market shifts.
The Results? A 40% surge in direct bookings and increased online visibility
Since adopting STAAH and its value-adding tools, Cove Bay Hotel has seen a 40% increase in direct bookings — a game-changing improvement that puts more control (and more margin) back into their hands.
While the STAAH booking engine and Get Google converted the lookers into bookers, the STAAH channel manager ensured that the pool of people looking at their property kept growing steadily through the right OTA connections. Cove Bay Hotel’s distribution and revenue management strategy is now driven by insights provided by STAAH.
“In a fast-paced digital world, it’s nice to work with a company that’s forward-thinking — and keeps our property visible, both on our own website and across OTAs,” says Guy.
Beyond just bookings, STAAH’s dynamic rate tools and automated platform have helped the team respond quickly to market changes, stay competitive and ultimately, deliver a better booking experience for guests.
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While they haven’t explored the full suite yet, the STAAH suite alone has made a major impact at Cove Bay Hotel. And it’s not just about tech — it’s about partnership.
“STAAH gives us real-time data and tools that actually work for our business — and they’re constantly improving. That’s rare in this space,” Guy adds.
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