Evergreen Cabins Case Study

Case Study · One-of-a-Kind Stays · New York

0% to 88% direct in 12 months — $726K in tracked direct bookings, and the confidence to expand.

Property: One-of-a-kind stays — A-frame cabins, treehouse, spa cabin
Units: 5 stays
Location: New York
Owner: Chris Broomfield

Starting point: Strong viral reach, 100% of bookings through OTAs, occupancy under 50%, ADR falling in an oversaturated market.

Evergreen Cabins's website, evergreencabins.co

Key results

Tracked direct-booking revenue in 18 months: Tracked direct-booking revenue in 18 months
Direct-booking split in 12 months: Direct-booking split in 12 months
Average daily rate: Average daily rate
Total views: Total views
Followers · 41K email leads: Followers · 41K email leads

The situation

Chris Broomfield had already done the hard part. His cabins were genuinely unique, and videos of them went viral — a strong following, real reach. And none of it was turning into direct bookings. Every booking came through OTAs, occupancy sat under 50%, and in an oversaturated market the price competition was pulling his nightly rate down.

Reach without a funnel is a very expensive hobby. This is the case that proves it — and proves what happens when you fix it.

What we installed

The Resort Discovery Funnel — the same system, installed the same way, on every property.

Foundation
- A high-converting direct-booking website with full tracking.
Reach
- A content strategy re-aimed at Chris's ideal guest rather than at virality for its own sake — including the winter experience, which put the off-season in front of people who weren't thinking about booking a cabin in January.
Capture
- Social traffic redirected from “link in bio → website” to a two-stage landing page and core offer; email list grew from zero to 41,000.
Convert
- ROI-driven Meta retargeting: warm website visitors brought back to complete the booking.

What it did to the business

Tracked business impact

Direct-booking split from 0% to 88% in 12 months; $726K in tracked direct-booking revenue over 18 months.
Average daily rate up 26% — the race to the bottom reversed once demand wasn't coming from a commodity listing.
Total revenue up 32% year over year.
Repeat bookings and guest lifetime value up 22%; branded search volume up 160%.

Owned brand assets

330,000 followers, 41,000 email leads, 52.9 million views.
Two new stays added to the portfolio on the back of that demand — with another on the way.

Where the numbers come from

Averaging 3,500,000 Monthly Views with Increased Engagement Rate
Grew Email List from 0 to 20,000 with High Open & Click Rates
Increased Branded Search Volume on Google by 160%

In their words

**Chris Broomfield** · Owner, Evergreen Cabins

Why this matters if you already have reach

Views are the feel-good number. The bank only sees bookings, split, and rate. Evergreen had millions of the first and none of the last three — until the funnel was installed under the content. If you're getting attention and still paying full OTA commission, this is the gap.