InterContinental Park Lane (Copy)
Kimpton Charlotte Square
Hospitality Premium Hotel
Located in the heart of Edinburgh’s New Town, Kimpton Charlotte Square blends historic architecture with Kimpton’s signature lifestyle-led hospitality.
As a design-forward, experience-driven hotel, the property attracts a diverse mix of leisure and city-break travellers - while also driving demand for wedding enquiries, destination dining, spa treatments, and direct room bookings.
Learn how Kimpton Charlotte Square accelerated booking lead growth across multiple revenue streams while staying agile during peak demand periods with the help of Wonderbean’s Paid Media team.
Supporting Kimpton Charlotte Square to accelerate room and spa bookings
+141%
YoY growth in
booking leads
4
Key revenue streams supported (rooms, weddings, spa, F&B)
7+
years partnering with Wonderbean
Challenge
As a lifestyle hotel in a globally competitive destination, Kimpton Charlotte Square faces constant shifts in demand - from festival season and city-wide events to last-minute travel surges.
The hotel needed to:
React quickly during high-pressure trading periods
Maintain performance even when demand spiked unpredictably
Translate complex digital strategy into clear, realistic goals the internal team could confidently align around
While paid media was already an important channel, the challenge lay in execution and responsiveness, ensuring campaigns stayed on track even during the busiest, most chaotic moments.
“Wonderbean are absolutely fantastic at jumping into action whenever we need them, making sure our digital campaigns stay on track even during our craziest periods. What I value most is that they break down complex strategy so it’s easy for us to set realistic goals to work on together. Having a team who’s both super responsive and really gets what we’re trying to achieve has been fantastic — as well as driving outstanding results including a +141% YoY growth in booking leads.”
Solution
Wonderbean partnered closely with the Kimpton Charlotte Square team to provide hands-on, proactive paid media support designed for speed, clarity, and collaboration.
Rather than operating as a siloed agency, Wonderbean embedded itself as an extension of the hotel’s marketing team - jumping into action whenever needed and translating complex paid media strategy into practical, achievable goals.
Key areas of focus included:
Rapid campaign adjustments across paid social and paid search during peak demand periods
Clear communication around priorities, performance, and next steps
Strategic simplification, ensuring every campaign decision aligned with commercial objectives
This approach allowed the hotel team to stay focused on the bigger picture, confident that paid campaigns were being actively managed and optimised in real time.
Strategy
Wonderbean’s strategy for Kimpton Charlotte Square was built around responsiveness, clarity, and performance under pressure.
Key pillars included:
Agile campaign management: Rapid response to spikes in demand, city-wide events, and seasonal shifts
Goal-focused optimisation: Keeping performance aligned with realistic, commercially driven objectives - whether that’s driving room bookings, wedding enquiries or spa treatment purchases
Clear strategic translation: Turning complex paid media tactics into straightforward actions the hotel team could confidently support
Ongoing collaboration: Ensuring alignment through constant communication and shared priorities
By prioritising speed and understanding - not just metrics - Wonderbean enabled Kimpton Charlotte Square to scale results without sacrificing control or clarity.
