Case Study: Baines’ River Camp - Temple

Case Study:
Baines’ River Camp

Case Study: Baines’ River Camp

The Mission

Reducing OTA Dependence and Driving Direct Bookings Through Strategic Marketing

Baines’ River Camp is a luxury safari lodge situated on the northern banks of the Lower Zambezi in Zambia. Known for its exclusive setting, outstanding hospitality, and incredible wildlife experiences, from game drives to tiger fishing, Baines’ caters to a discerning audience seeking authentic, high-end safari adventures.

The Challenge

Despite its world-class offering, Baines’ River Camp faced challenges that are common in the high-end safari sector:

Over-reliance on Online Travel Agents (OTAs)

Leading to reduced margins and limited brand control.

Inconsistent social media output

Weakening brand awareness and guest engagement.

Low visibility across search engines

Impacting discoverability in key source markets.

Friction in the booking process

Contributing to a lower website conversion rate.

Limited tracking and reporting infrastructure

Making it difficult to assess ROI on marketing spend.

Ready to get started?

Our Strategy

We built a 12-month digital roadmap designed to improve direct bookings, reduce reliance on OTAs, elevate brand awareness, and optimise the guest journey from search to stay.

This strategy was grounded in our GROWTH framework, focusing on SEO, paid media, content creation, website UX, and reporting clarity. A key emphasis was placed on aligning Baines’ brand experience online with what guests receive on the ground — intimate, elegant, and distinctly African.

Key Initiatives

Google SEO Audit & Optimisation

We optimised site structure, metadata, and targeted keywords to improve rankings for terms like Zambezi safari lodges and tiger fishing in Zambia.

Performance Max & Meta Advertising

We launched dynamic campaigns targeting high-value international travellers, supported by sharp creative and retargeting funnels.

Content & Social Media Strategy

A new calendar was rolled out, weaving in storytelling, wildlife highlights, guest experiences, and strategic offers, such as Stay 3 Pay 2 and Tiger Fishing Getaways.

Website Conversion Enhancements

We analysed user behaviour, then restructured the site’s booking journey to remove friction points and improve direct conversion rates.

Reporting & Analytics Implementation

Clear dashboards were established to track bednights, OTA vs direct split, seasonal performance, and campaign ROI.

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The Results

We’re currently wrapping up our second 12-month digital strategy for Baines’ River Camp, and the growth has been exceptional. In year one, the lodge achieved a 45% year-on-year increase in direct booking revenue, followed by a 50% increase in just the first quarter of year two. Website visibility has seen a major uplift, with a 162% increase in organic search traffic in 2024 compared to 2023 — and that traffic is now converting at four times the previous rate.

Want Similar Results?

If you’re in the hospitality sector and struggling with visibility, low direct bookings, or over-reliance on OTAs, we can help.

Book a Digital Roadmap Session

We’ll tailor a 12-month growth plan that fits your lodge, location, and goals.

The Mission

The Challenge

Ready to get started?

Our Strategy

Key Initiatives

Ready to get started?

The Results

Want Similar Results?

Book a Digital Roadmap Session

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