The customer is a 4 star Italian hotel group with 22 properties in Italy, France and the USA. Occupancy Marketing engaged with the client in January 2010. The initial agreement was on a 3 month trial basis to work specifically on Google Places optimisation and pay per click activity.
After achieving strong growth during the trial (see Results), Occupancy Marketing agreed on an extended contract for a period of 1 year. This extension was to cover paid search campaign management, Google Places optimisation and social media management. In addition, Occupancy Marketing was given the responsibility of supporting the client with consultancy and optimisation services on a new web site development.
This case study looks at the results achieved over a 12 month period whilst a new website was being developed and the results of the new website, following the launch.
Search Engine Optimisation Results
This section analyses the top level online revenue growth and visitor traffic growth recorded in 2010 compared to 2009.
Online Revenue Growth
The graph below shows online booking growth in 2010 compared to 2009, with growth achieved of 27%.
Organic Visitor Traffic
Organic visitor traffic from search engines increased by 28% over the same period.
Non-Brand Organic Traffic Growth
Traffic from non-brand traffic rose by 56% in 2010 on 2009, highlighting the fact the search engine optimisation programme was driving additional traffic for non branded search phrases.
Paid Search Online Revenue Results
Occupancy Marketing set up and managed pay per click ads in Google on behalf of the client.
In 2010, revenue of over 124,000 Euros was generated from paid search activity; with a return on investment of over 5 times the marketing spend. Prior to engaging with Occupancy Marketing, the campaign was running at a negative return.
New Web Site Development Results
Occupancy Marketing provided consultancy and optimisation services from July 2010 to March 2011 on a new website. The project involved Occupancy Marketing optimising the new website and working closely with the website developer to ensure the new design and templates were optimal for search engines and converting users into bookings.
The website was launched on April 14th. Since the website was launched, the volume of online bookings (transactions as covered below) increased by 106% on the same period last year. The conversion rate also increased by 56%.