Confidential

A proposal for
Swix Stays.

22nd April 2026
element121.co.uk
hello@element121.co.uk
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01 / The Build

Three Clear Objectives

01 / First
Website Redesign
Two options, and a full design pipeline for the site, that targets exactly the right audience.
02 / Next
Google Ads
Planned in after the site is live, and tracking is in. Paid traffic pointed at pages designed to convert.
03 / Later
Customer Comms
Create a single view of the customer, so that we can build selective targeted outreach that drives retention and conversion.
02 / The Platform

Two ways to do this

A quick migration that stays inside Hostaway's builder, or a proper rebuild that compounds harder over time. Both honest options — pick the one that fits.

Option A
Hostaway Pro Migration
Off the standard tier, new design inside the builder.
Best for: shipping quickly, staying on familiar ground.
  • Migration to Booking Website Pro
  • New stylised design applied within the builder
  • Stays in the ecosystem you already use
  • Design scoped to what the builder supports
Set-up (discounted rate) £1,500 £1,000 One-time · ongoing maintenance at £150/hr · Timeline scoped at kickoff
Click to preview
Option B
Complete site rebuild
Future-proof, custom-built, better ranking.
Best for: long-term growth and full ownership.
  • Custom build, fast-loading, protected by Cloudflare
  • Hostaway API pulled in live — availability, pricing, and templating
  • You own the code — full flexibility to evolve your platform over time
  • Architected to support direct payments when you're ready (6+ months out)
  • 6-month growth roadmap agreed upfront — SEO plus AI search visibility (ChatGPT, Perplexity, Gemini)
Set-up (discounted rate) £6,000 £2,000 Retainer £1,000 / month 6-month minimum · 8 hrs/mo @ £125/hr · Timeline scoped at kickoff
In exchange for our discounted rate, we'd ask for a video testimonial and a short written case study we could use.
03 / Ad Services

Google Ads, end-to-end — from click to booking

We own the whole path — campaigns, tracking, and the page they land on. Bookings are the measure, not clicks.

Option A
Monthly retainer
Predictable billing.
Best for: committing to paid as a growth channel — lowest hourly rate, and setup absorbed into the monthly so there's no lump-sum upfront.
  • No separate launch or setup costings
  • 6-month minimum — Google's bidding needs 6–12 weeks to learn before performance stabilises
  • Covers whatever the month needs — campaigns, tracking, landing pages, reporting, meetings
  • Your Google Ads account — we build in it, you own it. Everything stays with you if we part ways
Retainer stays flat month-to-month — steady input keeps the bidding algorithms learning. Sized against similar businesses we run on ~£5k–£10k/mo of ad spend.
£1,250 / month 6-month contract · 10 hrs @ £125/hr · Overage at £125/hr — always agreed before we spend it
Option B
Flexible hourly
Fully dynamic billing.
Best for: flexing spend month by month — useful when cash flow is the constraint (e.g. saving for a raise).
  • No monthly minimum — if we don't spend hours, you don't pay
  • Around 10 hours a month to run properly once live
  • Setup billed separately — 10–20 hours depending on account size
  • Full rate every hour — no retainer discount
  • Your Google Ads account — we build in it, you own it. Everything stays with you if we part ways
Hours flex month to month — drop them when cash is tight, lean in when it matters.
£150 / hour Setup billed separately · ~10 hrs/mo ongoing
Saving: Over 6 months, Option A works out ~£3,000 cheaper than Option B for the same scope — that's the discount for committing. Indicative pricing: retainer and ad budget here are working assumptions based on the little we know so far. Both get scoped properly once research is done. Timing: Ads set-up once the site is live. Tracking, landing experience, and conversion paths all in place before media spend.
04 / Guest Data

A Single Customer View

Currently, client data is fragmented across different services and databases, giving only a partial view. If we combine that information into a single place, creating a profile on who they are — targeted outreach becomes far more effective.

STAGE 01
Investigate
Audit every source. What's available, what's clean, what's worth pulling in first.
STAGE 02
Build
BigQuery as the shared record, unique identifiers across sources. Platform-agnostic — Google Ads data sits alongside email and booking data.
STAGE 03
Activate
Start simple. Email reactivation for lapsed guests — proves the connection works before we add more sources or more campaigns.
STAGE 04
Iterate
Add sources and outputs as the value clears — segmentation, attribution, LTV.
Why BigQuery: no lock-in, no per-seat pricing, plays well with everything — Google Ads, any email platform (not just Mailchimp), and whatever you add later. Pennies a month at your volume.
05 / Investment

Pricing & Rates

Everything below is an estimate at this stage. Firm numbers confirmed once options are selected and scope is locked.

Item
Cost
Detail
Website — Option A
£1,000One-time · maintenance at £150/hr
Hostaway Pro migration with new design inside the builder. No retainer — changes billed hourly.
Website — Option B
£2,000 + £1,000/mo6-month retainer · 8 hrs/mo
Custom build on Cloudflare Pages, Hostaway API integration, listing templates, copywriting, tracking and security. 8 hours of ongoing work each month included.
Google Ads — Hourly
£150 / hourSetup billed separately · 10–20 hrs
No minimum commitment. Setup charged upfront, then billed against actual time each month.
Google Ads — Retainer
£1,250 / month6-month contract · 10 hrs/mo
Setup costs absorbed. Covers campaigns, tracking, and on-page conversion work from day one.
Single Customer View
TBCScoped after data investigation
Priced once we've audited the sources. Monthly tooling from ~£85 plus BigQuery usage.
£125/hr
Retainer
All committed monthly hours.
£150/hr
Ad-hoc
One-off work or anything outside a retainer.
£187.50/hr
Rush / out-of-hours
1.5× rate. Always flagged before we start.
06 / Sign Off

Here's what week one looks like.

What we'll send

  • Mutual NDA
  • Services agreement and SOW for the options you've chosen
  • Shared drive with an onboarding checklist
  • A 30-minute booking, catered to your schedule, to align

What we'll need

  • Decisions on each workstream
  • Access to any required tooling
  • Brand assets, style guides, logos, fonts, photography, video
  • A single point of contact on your side for week-to-week
© 2026 Element 121 Ltd · Confidential