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The First Group

Case Study

Unifying Brands & Amplifying Bookings: How The First Group Reimagined Its Digital Estate

The First Group Hospitality (TFGH) is the hotel and F&B division of The First Group, a Dubai-based real estate and hospitality developer. TFGH operates a growing portfolio of upscale hotels and award-winning dining destinations across the UAE, including The First Collection, Hotel Local, and several independent brands.

Objective

TFGH aimed to reduce its reliance on Online Travel Agencies (OTAs), increase direct bookings, and consolidate its digital estate to better represent its evolving property portfolio. The goal was to enhance brand visibility, improve ROI from digital channels, and establish a scalable digital marketing framework.

The Solution

Remarkable delivered a full-funnel digital transformation programme, combining performance marketing, SEO, CRO, and strategic content. This included:

  • A new digital estate architecture strategy to unify hotel and F&B brands under tfghospitality.com
  • Paid media campaigns across Google Ads and social platforms, including seasonal activations like Black Friday
  • Technical SEO audits and implementation plans to improve domain authority and search visibility
  • Conversion rate optimisation (CRO) through A/B testing, UX audits, and booking flow enhancements
  • Ongoing strategic consultancy and reporting via a retained experience marketing team.

The Results

Stronger engagement and improved quality of traffic and conversions.

Key Outcomes:

  • 671% increase in newsletter signups
  • 67% increase in brochure views
  • 29% increase in revenue
  • 30%+ average increase in conversion rate across campaigns
  • Significant reduction in OTA dependency (targeting 5% → 20% direct bookings within 24 months).

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