Occupancy Marketing began working with this luxury London hotel in the summer of 2008. Our remit was to market the hotel online whilst at the same time, work with a website developer to develop the specification for a new website which launched in July of 2009.
Our Service
This has included:
- Specifying and working with a design agency to restructure and redesign the hotel's website
- Optimising content of the website
- Optimising the hotel's presence in localised search results (i.e. map search results)
- Setting up and maintaining a paid search campaign
- Website conversion analysis
- Web analytics set up and reporting
Results
As a result of the website marketing and the launch of the new website, traffic increased steadily throughout the online marketing programme. The graph below shows visitor traffic increasing from 29,000 a month in August 2008 to 52,000 in August 2009 (an increase of 79%).
Despite the new website and the increase in visitors, bookings to the website did not increase in the immediate period after the website launch. Occupancy Marketing was asked to analyse this and make recommendations to increase conversion.
The following actions were implemented as a result of our analysis:
- More emphasis on the call to action to book online
- The development of season offers with a clear call to action
- A re-development of the SynXis booking engine to improve the room descriptions and look and feel of the booking engine
- The addition of offers and packages within the relevant content (rooms and restaurant etc)
The resultant changes had an immediate and dramatic impact on the conversion rate of the website, with conversion rate increasing from 0.18% to 0.71% (an increase of 294%).
As a result of these actions, the revenue increased from £66k a month to £167k, having peaked at £242k.
Online sales for the hotel now regularly top £250,000 per month.