InterContinental Hotels Group (IHG) is the largest hotel group in the world in terms of hotel rooms, with over 650,000 rooms in 4,400 hotels worldwide. IHG is primarily engaged in managing hotels owned by other parties and in franchising its hotel brands which include Holiday Inn, Crowne Plaza, Hotel Indigo and Holiday Inn Express.
Occupancy Marketing was engaged by LRG, a consortium comprising Realstar Group & Lehman Brothers Real Estate Partners (now Barclays Capital) to help them with the search engine optimisation of their 64 IHG branded hotels in the UK.
A trial project was identified to market an individual hotel website for one of their flagship properties, the Holiday Inn Kensington Forum, a 900 room hotel catering to business and leisure travellers. The trial was to identify if an independent website could generate additional brand and non brand business.
Our Service
- Specification of a new website
- Domain and hosting consultancy
- Optimisation of Meta tags
- Optimisation of copy
- Link building
- Google Local Optimisation
- Reporting & Account Management
Results
The trial proved extremely successful, leading to an on-going contract to marketing the hotel. The independent website is now the second largest producer of online revenue for the client after the IHG branded website.