Case study
HG Collection, Cardiff
Four flats, launched as a brand from day one. How a Victorian villa near Cardiff city centre became HG Collection, with its own name, photography and booking site, and 351 guest reviews.
By the numbers
£346k
in bookings, November 2022 to July 2025
351
Airbnb reviews averaging 4.69; 5.0 on Google
14
guests came back for repeat stays
3 days
from the professional photoshoot to the first guest
The opportunity
A local property company refurbished a Victorian villa into four flats. It sits a ten-minute walk from Cardiff city centre, where every stay competes with the city's hotels and a crowded short-let market.
What we did
Studied the market. Comparables across central Cardiff set the launch rate for each flat: three two-bedroom apartments and one one-bedroom.
Created the brand. HG Collection, with Welsh names for three of the flats: Edwin, Bedwyr and Heddwyn.
Photographed before launch. Nick Murray's shoot was delivered on 10 November 2022; the first guests arrived three days later.
Gave it its own front door. A dedicated HG Collection booking site, a Google Business Profile and blog content, alongside Airbnb, Booking.com, Expedia, Marriott Homes & Villas and Plum Guide.
Made arrival easy. Self check-in with photo-led directions, and local recommendations guests mention by name.
Priced by hand around Cardiff's calendar. Our team set rates night by night around rugby internationals, concerts and conferences.
The results
| Year | Bookings | Nights sold |
|---|---|---|
| 2022 (from 13 Nov) | £14,648 | 135 |
| 2023 | £136,314 | 1,027 |
| 2024 | £125,480 | 942 |
| 2025 (to 20 Jul) | £69,435 | 466 |
Commission-free bookings. The HG Collection site brought in 23 stays directly, worth about £13.6k.
Guests who came back. 14 returned for repeat stays.
What guests said
"What a hidden little gem… Decorated to a high standard with comfort and cleanliness at the heart of it all."
(Belinda, November 2022)
"Directions to the place and check-in instructions were absolutely clear with helpful photos."
(Iqbal, January 2023)
"Honestly one of the best places I have stayed at."
(Edd, June 2024)