£4m+ Selling Castle Stays and Not £1 Spent on Ads

Roger Masterson’s journey from frustrated traveler to “The Castleman” shows how focusing on customer needs can build a thriving business. Starting in the late ’90s with just four Scottish castles, Celtic Castles now generates £4M connecting luxury travelers with over 300 castles worldwide.

Current Business Model:

• 300+ castle properties
• £4M annual turnover
• 60,000 monthly website visitors
• 3,000-4,000 monthly inquiries
• Purely organic traffic
• High-touch customer service

Digital Marketing Approach:

• Content-first strategy
• Strong organic search presence
• Educational focus over sales
• Detailed property information
• Customer journey mapping
• Zero paid advertising

Growth Opportunities:

• Implement retargeting strategies
• 90%+ of visitors leave without inquiry
• Leverage existing customer database
• Geographic targeting potential
• Enhanced visual content
• Video marketing expansion

Moving Forward:

To scale beyond £4M, Celtic Castles should consider:

• Strategic retargeting campaigns
• Enhanced video content strategy
• Targeted paid search testing
• Customer database activation
• Expanded content creation

By maintaining their customer-first approach while carefully adding new marketing channels, Celtic Castles can capture more value from their existing traffic while maintaining their premium positioning in the luxury travel market.

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