Firmdale Hotels is a globally recognised luxury hotel group founded in 1985. The brand operates 11 uniquely designed hotels, alongside 9 restaurants and 9 bars across London and New York.

 

Known for its distinctive, eclectic interiors created by co-owner and designer Kit Kemp, Firmdale has built a strong legacy as a design-led, family owned hospitality brand celebrating 40 years in 2025.

Firmdale had consistently strong hotel occupancy but sought to increase bookings within their restaurant portfolio. Their primary goals were:

 

• Increase traffic and conversions for hotel booking growth
• Boost restaurant reservations across UK and US venues
• Enhance performance marketing for hospitality to drive overall revenue

Propeller manages PPC activity across all Firmdale venues, covering both hotel and restaurant operations in the UK and US. Both Hotels and restaurants run a minimum of both brand and generic campaigns, which means a minimum of 4 different campaigns per venue and they are always evergreen.

 

Some venues expand the activities to a higher level strategy such as Demand gen and Youtube campaigns. A key part of our approach is close collaboration with Firmdale, ensuring their restaurant PPC strategy is informed not only by performance metrics but also by the wider commercial context of the business.

 

Notable tactics included:

• Efficient, strategic utilisation of machine learning to optimise campaign delivery and improve conversion performance.