New Aparthotel Website & Digital Marketing Launch
Applying the BIG BEAR HOTEL GROWTH FRAMEWORK™
Website Design & Build | Google Ads | SEO | Website Maintenance
The Regent is a newly rebranded aparthotel in Cambridge, forming part of the prestigious Citystay Group. Housed in a beautifully preserved Grade II listed building, The Regent fuses Cambridge heritage with modern comfort—offering contemporary apartment-style accommodation for both corporate travellers and city explorers.
Following the rebrand, the Citystay team partnered with Big Bear to create a bespoke website and manage the digital marketing launch. The goal: to position The Regent as a stylish, independent aparthotel in the heart of Cambridge—and to drive direct bookings from the moment the doors reopened.
The Challenge
While The Regent held a well-known place in Cambridge’s hospitality landscape, its rebrand under the Citystay Group meant repositioning it entirely.
The challenge was two-fold:
- Develop a custom website that would reflect its elevated, modern offering while still honouring the property’s heritage.
- Execute a targeted digital marketing launch that would quickly build awareness of the new brand positioning and drive high volumes of direct bookings—especially among corporate and long-stay guests.
Big Bear’s Approach
We deployed the BIG BEAR HOTEL GROWTH FRAMEWORK™, our structured, results-driven methodology tailored for hotel and hospitality brands.
From visual storytelling to performance marketing, every element of the project was designed to meet real business goals and deliver measurable ROI.
Strategic Website Design & Build
The Regent needed more than just a brochure website—it needed a digital storefront that could sell the experience of staying in a premium aparthotel.
Key website features included:
- Elegant, modern design aligning with the Citystay brand
- Integrated booking engine to maximise direct reservations
- SEO-friendly architecture to attract high-intent search traffic
- Fully responsive layout to serve mobile-first users
- Scalable CMS, allowing the hotel team to easily update content
We built the site to perform beautifully and functionally—converting visits into bookings with thoughtful UX design and clear calls to action.
SEO & Google Ads Strategy
As part of the launch, we implemented a tightly focused Google Ads campaign to drive immediate visibility and booking traffic.
- Campaigns were built around corporate, long-stay, and weekend visitor intent—highlighting convenience, comfort, and location
- SEO foundations were laid from day one, ensuring strong organic visibility across location-based and brand-specific search queries
All campaigns were continuously optimised for cost-efficiency and high conversion, using real-time analytics and performance benchmarks.
Ongoing Measurement & Optimisation
With direct bookings as the north star, we implemented:
- Custom tracking and reporting dashboards
- Monthly strategy sessions to analyse performance and optimise spend
- Continuous refinement of landing page content to improve Quality Scores and ad ROI
Our client said . . .
“Big Bear Creative have been great to work with. They've taught me a lot, are always on hand, and the work they do produces results.
Definitely recommend!”
Marketing Manager at The Regent Hotel Cambridge
Summary of the project
By combining conversion-focused design with high-performance Google Ads, we helped Citystay position The Regent as one of Cambridge’s standout aparthotels.
