Case study · SKL Group of Camps · Safari camps
SKL Go‑To‑Market. From a booking book to a booking system.
We rebuilt how SKL's camps sell, take payment and answer enquiries, then put search and paid social in front of it. Search visits rose about 1.5 times in a year, booking enquiries nearly doubled, and the General Manager who ran the business says its revenue about doubled.
The result
More people found SKL, more of them asked to book, and revenue about doubled.
Rachel Lemme's account of the business, with Search Console and HubSpot for summer 2024 against summer 2025.
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About 2x
Revenue
In the former General Manager's words, revenue roughly doubled, from about BWP 17 million to about BWP 33 million, 2023 to 2024.Rachel Lemme, former General Manager, SKL Group of Camps, testimonial of 19 Oct 2026, her estimate in BWP
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4.3x
Search impressions
Times SKL appeared in Google results, June to August 2025 against the same months in 2024.Google Search Console, sklcamps.com, 1 Jun to 31 Aug 2024 and 2025
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1.5x
Clicks from search
Visits from Google, up 47 percent on the same three months a year earlier.Google Search Console, sklcamps.com, 1 Jun to 31 Aug 2024 and 2025
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1.9x
Booking enquiries
Submissions of the Plan your Trip form. The share of visitors who sent one rose from 3.9 to 5.8 percent.HubSpot form report, Plan your Trip, 1 Jul to 24 Aug 2024 and 2025
The biggest change was that we became more accessible to our customers, more efficient internally, and better positioned to generate business while our operational systems continued to support the business behind the scenes.
I believe this growth was driven by having the right structures, systems, and strategies in place to support the business's objectives.
Do not be afraid of change. Sometimes, change is exactly what a business needs to move to the next level.
The start
A business that sold through intermediaries. Run on handwritten records and spreadsheets.
SKL's camps were mainly found and booked through tour operators. Inside, a reservations team of four to five people did almost everything, and there was no dedicated sales function.
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Distribution
Customers came through intermediaries
Tour operators and other agents were the conventional way to reach travellers.
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Bookings
Three systems to keep in step
Handwritten booking records, Excel spreadsheets and a booking system had to be checked against each other.
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People
One team, every job
Reservations handled emails, confirmations, payments and filing, with nobody focused on converting enquiries.
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Finance
Spreadsheets next to accounting software
Excel and Sage ran together, and bank statements were printed and reconciled by hand.
The work
One go-to-market programme, five workstreams.
Inbound marketing, sales enablement and recruitment marketing ran as one programme, alongside the systems and structure work.
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Inbound marketing
A modern website, social media and events
A competitive website to discover and enquire, a stronger social presence, and events to build awareness and relationships.
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Sales enablement
A dedicated direct sales role
An employee from reservations was trained to follow up enquiries and close bookings, with HubSpot tracking where enquiries came from.
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Sales structure
Sales, reservations and customer success separated
Each function got a clear purpose, targets and reporting, and worked as one chain from enquiry to guest experience.
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Systems and finance
QuickBooks connected to reservations
Bank accounts were linked to the accounting software, reconciliation became far simpler, and month-end reporting became easier.
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Recruitment marketing
A structured hiring process
Clearer role definitions, candidate scorecards and a framework for panel interviews. The work was not completed in full, and the foundations were laid.
The reading
Where the numbers moved.
Search, enquiries and reach rose across the same months a year apart. Some forms fell as traffic moved to the booking enquiry form.
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Search
1.5 times the clicks
June to August 2025 against the same months in 2024.
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Enquiries
Booking enquiries almost doubled
Plan your Trip submissions, 1 July to 24 August, 2025 against 2024.
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Booking banner
2.6 times the clicks
The booking banner on the site, 1 June to 24 August, 2025 against 2024.
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Paid social
Under one US cent per click
Savuti awareness campaign, April to October 2024.
The outcome
SKL now sells directly as well as through the trade, with a team and systems built for it.
Accessible. Customers can find SKL, enquire and book directly, as well as through tour operators.
Organised. Sales, reservations and customer success each have a clear job, and the finance numbers are reliable.
Selected work
The same system. Built for three different markets.
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2.29M
search impressions
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Start here
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