Scaling Hospitality and Driving Direct Bookings in the Hocking Hills

Background

The Hocking Lodging Company (HLC) is a premier vacation rental provider in Southeastern Ohio. What began as a single five-bedroom build in 2015 has evolved into a curated collection of 30 unique properties.

Despite their growth, HLC reached a plateau where their marketing felt “disjointed.” They partnered with BuildUp Bookings to move away from reactive guesswork and toward a proactive, profit-driven strategy.

Opportunities & Areas to Address

Growing from a single property to a portfolio of thirty requires more than just local hospitality—it requires a unified digital presence. HLC found themselves putting in significant effort across various marketing channels but lacked confidence that they were reaching the right audience. Their primary pain points included:

Despite active marketing efforts, demand dropped significantly during the off-season, making it difficult to maintain steady booking momentum year-round.

Marketing campaigns and the booking process felt disconnected, creating friction in the guest journey and weakening trust at the moment of conversion.

Growth efforts were largely reactive, driven by short-term needs rather than a proactive, long-term strategy designed to scale alongside the expanding portfolio.

Goals

Planning & Execution

BuildUp Bookings stepped in to provide a comprehensive evaluation of HLC’s digital footprint. The focus wasn’t just on “more traffic,” but on the right traffic and improved profitability. Key steps included:

Redesigning and aligning the website, SEO, and booking systems to work as a single, cohesive unit.

Encouraging critical adjustments to rate structures and outlines to increase the bottom line.

Transitioning the brand from “guesswork” to a proactive marketing plan that prioritizes direct bookings.

Overall Results

Clarity, Profitability, and a Path Forward

The partnership has transformed HLC’s business model from a marketing-dependent operation to a high-performance direct-booking brand.

By adjusting rate structures, the marketing efforts now effectively “pay for themselves,” leaving more room for property reinvestment.

Through strategic rate consulting, the implementation of structured cleaning fees has resulted in immediate additional revenue streams and improved overall profitability per booking.

A streamlined website and aligned SEO have resulted in stronger visibility and a higher volume of direct reservations.

The owners now operate with a proactive plan for growth, moving forward with confidence rather than reacting to market fluctuations.

From the Owner:
A Conversation with Hocking Lodging Company

Can you tell us a little bit about The Hocking Lodging Company and what inspired you to get into the vacation rental business?

The Hocking Lodging Company grew out of a love for the Hocking Hills and a passion for hospitality. Growing up in Hocking County, but living just outside of Columbus, OH for 20+ years, we found ourselves continuously bringing friends and family down to the area to experience Southeastern Ohio’s natural beauty.

We eventually decided to build a “home base” for hosting, which grew from our initial 2015 build, “Hidden Lake Lodge,” into a collection of 30 unique properties. Our inspiration has always been to create a space where people can truly unplug and make memories. We wanted to take the warmth of a family-owned business and pair it with the professionalism and polish of a modern lodging company.

What is your unique value as a company? What makes you better than your competitors?

We balance local, hands-on service with the efficiency of well-run systems. Guests aren’t just a booking number to us; we invest in creating a personal, welcoming experience. At the same time, we’re highly attentive to property care, owner communication, and technology. Many competitors lean heavily one way or the other, but our sweet spot is being equally strong at hospitality, property care, and smart business practices.

How did you find BuildUp Bookings? What were the challenges you were trying to address?

We found BuildUp Bookings while searching for a partner who understood the unique challenges of vacation rentals. We wanted to increase our visibility in “off season” rentals and had reached a point where our marketing was present but disjointed. We were spending a lot of effort but weren’t confident it was reaching the right people. We needed help with strategy, SEO, and direct bookings, and wanted someone who specialized in our industry rather than a generic agency.

How has working with BuB improved your performance?

The biggest improvement has been in clarity and focus. BuildUp Bookings helped us understand that we needed to redesign and align our website, SEO, and booking systems so they all work together. We’ve seen stronger direct bookings, better visibility online, and most importantly, a path forward that doesn’t feel like guesswork. Instead of reacting, we now have a proactive plan for growth.

Is there anything specific that has been a positive experience since working with the team?

The personal approach to our partnership was incredible. The team evaluation and evaluating what was needed was a highlight. Their team also encouraged us to make important adjustments to how we structure and outline rates. That change has directly increased our profitability and created a healthier bottom line, allowing the marketing to pay for itself while giving us more room to reinvest in our properties.

Where do you want to be 5 years from now?

In five years, we’d like to be known as the most trusted vacation rental company in the Hocking Hills—recognized not just for beautiful properties, but for consistent excellence in guest experience and owner partnerships. We aim to thoughtfully expand our portfolio while continuing to raise the bar for what vacation rental hospitality looks like in our region.