CASE STUDY

HOSPITALITY

Bolt Farm Treehouse

ABOUT

Aerial view of a scenic landscape at sunset, featuring a mountain with a small camping site with several dome tents and a modern building, overlooking a lush green forest and distant river valley.

Bolt Farm Treehouse is a category-defining boutique hospitality brand known for experiential, design-forward stays.

I led paid media and growth strategy, replacing discount-driven tactics with a full-funnel system built around demand quality and direct bookings.

That work supported consistent seven-figure months while increasing ADR and eliminating reliance on OTAs.

How: Systemized paid media and messaging designed to scale without eroding brand or margins.

BOOK YOUR DISCOVERY CALL

  • While Bolt Farm was generating bookings, performance wasn’t predictable or systemized.

    Key challenges included:

    • Heavy reliance on promotions to drive bookings

    • Fragmented ad campaigns without a clear funnel strategy

    This wasn’t simply an ad optimization problem—it was a pricing, positioning, and systems problem.

  • In my role as Director of Marketing at Bolt Farm, I was directly responsible for:

    • Paid media strategy and execution (Meta Ads)

    • Campaign architecture and audience strategy

    • Ad copywriting and creative direction

    • Budget allocation, testing, and optimization

    • Building scalable acquisition systems aligned with brand goals

  • The goal was not to “drive more traffic.”

    The goal was to build a paid media system that could scale premium demand.

    Key decisions included:

    • Designing a two-layer ad system:

      • Low-cost top-of-funnel traffic to qualify interest

      • Higher-intent retargeting campaigns optimized for bookings

    • Launching segmented campaigns by guest intent and geography (honeymooners, regional markets, wellness-driven travelers)

    • Aligning ad messaging with brand value, not urgency or discounts

    Equally important was what we chose not to do:

    We did not slash rates to drive volume.

Overview

The Results

Revenue & Growth

  • Monthly revenue increased by >200% over an 18-month period

  • The brand progressed from mid–six-figure months to consistent seven-figure months

  • Peak monthly revenue exceeded $1.6M, all through direct bookings (no OTAs)

Pricing Power

  • Average Daily Rate (ADR) increased materially year over year

  • Occupancy remained >85% year-round, even as rates rose

  • Growth was driven by demand quality, not price reductions

Paid Media Performance (Meta Ads)

Between early 2024 and mid-2025:

  • Cost per click decreased by 54%

  • Click-through rate increased by 73%

  • Cost per purchase decreased by 21%, even as volume scaled

  • Paid media revenue more than tripled year over year

Paid ads became a stable, scalable acquisition channel rather than a volatile lever.

A woman sitting in a hot tub on a rocky cliffside overlooking a valley at dusk, with mountains in the background.
BOOK YOUR DISCOVERY CALL

“Beth is a master brand storyteller. Her ability to translate vision into messaging that truly connects is rare, and her strategic impact is felt far beyond any single campaign.”

— Simon Crawford-Welch, PhD
Former COO, Bolt Farm
A backyard patio in a wooded area features a fire pit, outdoor table and chairs, a hot tub, and string lights; two people are present, one standing and one sitting.

How This Applies to Your Brand

If you’re a boutique hospitality brand looking to:

  • Scale direct bookings without relying on discounts or OTAs

  • Build a paid media system that supports premium pricing

  • Get senior-level marketing strategy and hands-on execution

I work with a small number of hospitality brands on paid ads management and strategic consulting.

If this is what your business needs to scale to the next level, book a discovery call below.

BOOK YOUR DISCOVERY CALL