Grosvenor Pubs & Inns - Wild Thyme & Honey

Despite its unique offering and picturesque location, Wild Thyme & Honey needed a stronger digital growth strategy to increase visibility across unbranded search terms, attract new guests directly, and grow performance organically. The goal was to improve SEO rankings and drive more direct bookings via Google, reducing reliance on third-party platforms.

Organic SEO • Google Ads Local SEO • Hotel Marketing

119%

INCREASE IN DIRECT BOOKINGS

X2

GROWTH IN UNBRANDED SEARCH RANKINGS

72

YEAR-ON-YEAR GROWTH

Nestled in the heart of the Cotswolds, Wild Thyme & Honey is a luxury hotel and restaurant in the village of Ampney Crucis near Cirencester. With its cosy pub, The Crown at Ampney Brook, and 24 beautifully curated rooms, it’s a sought-after destination for travellers looking for country charm.

Overview

Objectives

1. Increase visibility across unbranded search results to attract new audiences.

2. Drive consistent year-on-year growth through targeted digital strategy.

3. Boost direct bookings via Google to reduce third-party dependency.

Key Results

• Doubled unbranded search rankings, improving visibility for high-intent, non-brand searches.

• Delivered 72% year-on-year growth through a focused SEO and content strategy.

• Achieved a 119% increase in direct bookings via Google, reducing reliance on OTAs.

How we did it

1) Refined keyword strategy for high-intent search terms

We redefined the keyword strategy around high-intent, unbranded searches that signal genuine booking intent, helping Wild Thyme & Honey capture demand earlier in the journey and compete more effectively within the luxury Cotswolds market.

2) Optimised on-page and off-page SEO

We improved SEO fundamentals across the site, including metadata, headings, internal linking, and page structure to increase relevance for unbranded terms. Off-page, we supported authority building through placements and links with reputable sites and travel guides to strengthen credibility and rankings.

3) Content development and blog strategy

We built a content plan designed to attract and convert searchers, producing blog posts and guides aligned to real guest intent such as country escapes, Cotswolds day trips, and luxury stays. Each piece was crafted around target keywords to improve visibility and position the brand as a trusted resource.

4) Leveraged Google Business Profile to increase direct bookings

We optimised the Google Business Profile by refining business information, improving descriptions, and making better use of booking features. The focus was reducing friction and making it easy for guests to book directly via Google.

5) Implemented data-driven adjustments

We reviewed analytics regularly and refined the strategy based on performance. By continuously improving keywords, updating content, and strengthening off-page efforts, we maintained momentum and ensured ongoing growth in unbranded visibility and direct bookings.

Channel plan

SEO

High-intent keyword strategy, on-page improvements, and ongoing authority building to grow unbranded visibility and rankings.

Content

Blog and guide strategy mapped to guest intent and target keywords to drive discovery, consideration, and conversion.

Google Business Profile

Profile optimisation and booking journey improvements to increase direct actions and bookings from Google.

Reporting & optimisation

Regular performance reviews and iterative improvements to sustain growth over time.