Portfolio
Paramount Hotel Times Square
Website design, copywriting, search engine optimization, paid search marketing
Rincon Towers
Website design, copywriting, search engine optimization, paid search marketing.
Tudor Hotel Case Study
Abstract
A 3-star hotel on the East Side of Manhattan near the United Nations decided to end their affiliation with one of the major national hotel brands to become an independent hotel. They needed Evision to guide them through this transition as they completely rebranded themselves.
In their words: “Evision Worldwide’s success in increasing this new property’s revenue allowed us to turn over the property within 6 months. We could not be happier with this result.”
The Goal
Goals of this campaign were to establish the hotel online as a new brand as quickly as possible, and replace the revenue generated by the former brand within 60 days.
The Work
We designed and launched a new website with a unique “look and feel” within 6 weeks. We focused strongly on calls to action, tracking capabilities and usability. Then we executed both SEO and PPC campaign strategies targeted to niche markets with high search volumes. By positioning our client prominently in search results, we were able to establish and sculpt their new branding in a very short time, while simultaneously generating new revenue.
But increasing their online revenue ten-fold required us to carefully align these disparate online marketing efforts together. Our overarching aim: create multiple seamless sales channels that captured an increased amount of raw traffic and prompted increased conversions-to-booking.
- Our target prospect would search for information on hotels.
- Our client would feature clearly for desired branding for high-yield keywords.
- Optimized point-of-entry text (PPC ads, meta descriptions) caught interest and clicks.
- We meshed website messaging (written with persuasive psychological sales cues) with branding and keyword campaigns, and we used a visually appealing design to eliminate passive barriers to action. Strong calls-to-action directed navigation through the site; a tightly integrated booking engine made on-site booking fast and easy for the user.
The Results
Since partnering with Evision: increase from $45K to $450K in monthly revenue
- 8% increase in booking rate (percentage of unique visitors who made a reservation)
- 30% increase in revenue after 90 days
- 80% increase in revenue after 5 months
Boutique Manhattan Hotel: Mobile Marketing Case Study
Abstract
Online revenue optimization means many things: making more effective and productive use of existing resources; creating new revenue streams where none existed previously; and plugging revenue-leaking holes in business and marketing practices. In this case study, Evision Worldwide does all three things at once: we strengthen and repair existing initiatives; target emerging technologies (in this case, the iPad — which was released in the middle of the campaign — is a good example); and implement a program that captures previously lost opportunities. As a result, we were able to boost this 600-room, 4-star Manhattan hotel’s mobile revenue five-fold in a single calendar year.
The Goal
Starting with sluggish mobile marketing performance, our client wanted to turn the mobile domain into a major money-making channel for their property.
The Work
Note: Our mobile marketing initiative for this hotel was part of a comprehensive online revenue optimization plan. For more information about the web design, SEO, PPC campaigns, email marketing, multilingual marketing and OTA strategy we implemented for this client, click here.
Mobile Website:
- First we created a bonafide mobile website for the client (in other words, we didn’t just “mobilize” (i.e., water down) their existing site)
- We designed the mobile site with mobile usability best practices (due to screen size and the way users interact with devices on-the-go, these best practices differ substantially from a regular website)
- Mobile booking engine integration also enabled the mobile site to generate bookings and revenue on its own
Mobile Search Marketing
- SEO, PPC and banner ad programs drilled down according to devices and operating systems used
- Therefore, we targeted and optimized our search marketing campaigns to best engage the mobile users accessing the website
Mobile Tracking
- If anything, analytics is even more important in mobile marketing because the technology and trends change so rapidly
- Additionally, by monitoring mobile users’ behavior, we could continuously tailor search marketing efforts for maximum impact
- The iPad was released a quarter into our mobile marketing service; by tracking evolving usage, we were able to target and capture iPad users from the very beginning
The Results
2010 Revenue from: iPhone, iPad, Android
iPhone
- visits – 17,200
- revenue – $27,197
iPad (launched on April 3, 2010)
- visits – 6,287
- revenue – $55, 286
Android
- visits – 3292
- revenue – $3,688
Note how iPad revenues outperformed the other devices, even though the iPad didn’t even enter the playing field until a quarter into 2010. This is why it’s so important for hotel marketers to track website statistics and drill down deeply – even reviewing what devices, networks and operating systems customers are using – and keep abreast of new and emerging technologies. These two factors enabled us to capture tens of thousands of dollars that would otherwise have been lost to our clients.
Boutique Manhattan Hotel: Multilingual Marketing Case Study
Abstract
Our client – a 600-room, 4-star hotel in Manhattan – recognized that multilingual marketing presented a powerful opportunity: the ability to reach entirely new customer bases. By using native-speaker translation plus a highly targeted multilingual SEO and PPC strategy, Evision Worldwide enabled our client to reach new, previously untapped foreign markets and simultaneously increase direct online bookings and revenues. In fact, foreign market revenue jumped by nearly $7 million.
In short, we made a boutique hotel in New York into a major international destination.
In addition, by tying their multilingual campaign into a larger, integrated online revenue optimization effort, our multilingual marketing efforts helped buoy an increase in overall revenue of 228% in a single year.
The Goal
Our client was struggling to carve a niche in the brutal New York hotel industry. They wanted to target foreign markets and increase their total market penetration without sacrificing domestic market share.
The Work
Note: Our multilingual marketing initiative for this hotel was part of a comprehensive online revenue optimization plan. For more information about the web design, SEO, PPC campaigns, email marketing, mobile marketing and OTA strategy we implemented for this client, click here.
Multilingual Website Translations:
- We translated their website into five languages
- We used native speakers because (1) only native speakers can capture the intricacies and eccentricities of a foreign language, and (2) only native speakers can tap into their locality to use culture-specific psychological cues to drive action
Multilingual Search Marketing (SEO and PPC)
- We created PPC ads and keywords for country-specific campaigns
- Again, translations by native speakers captured culture as much as wording
- We optimized for the peculiarities of international paid search programs, which rarely play by the same rules as Google or Bing
Foreign Market Search Engine and OTA Strategy
We optimized for nation-specific search engines (i.e., Baidu for China, Yandex for Russia), each of which differ in ranking algorithms and design
Similarly, we optimized for international and non-English OTAs to persuasively speak to highly segmented target audiences.
The Results
228% increase in total revenue (to $12.5 million) in the first 12 months
Foreign market revenue increased to $6,673,133
- European markets: $3,418,854
- Latin markets: $1,478,298
Boutique Manhattan Hotel: OTA Strategy Case Study
Abstract
Evision Worldwide’s experience with clients in top-tier markets like New York has revealed a significant, positive relationship between a hotel’s ranking on major OTAs and both their direct bookings and performance in paid search campaigns. On the surface, this relationship seems counter-intuitive (don’t OTAs steal business away from hotels?), but this case study demonstrates how strategically handling OTA placement can result in a boost to direct revenues. We obtained #1 placement on Expedia for a four-star hotel client in Manhattan. Almost immediately, traffic and conversions on their website spiked. Google AdWords results also rose substantially.
The Goal
By establishing a strategic presence on Expedia, we cultivated greater Google exposure for our client. This increased visibility proved especially valuable in the beginning, since when we started the client was struggling to rank on Google for some of the highly competitive New York City-based searches.
The Work
Note: Our OTA strategy for this hotel was part of a comprehensive online revenue optimization plan; in fact, as we explain below, tying OTA strategy into an overarching campaign is crucial. For more information about the web design, SEO, PPC campaigns, email marketing, multilingual marketing and mobile marketing we implemented for this client, click here.
Although hotels often view commission payments as lost revenue, and fear lost bookings to the OTAs, this is merely a marketing cost of doing business in this industry. With healthy exposure through an OTA like Expedia, savvy searchers almost always turn to Google for additional information about the hotel. By searching for you, they strengthen your online performance in Google.
OTA strategy cannot exist in isolation. Only by weaving our OTA strategy into a more comprehensive set of services designed to optimize online revenue could we transform a former competitor (Expedia) into a driver for direct bookings for our client. Here is the basic process we implemented for our client:
- We cultivated greater exposure on OTAs like Expedia: We aimed for higher rankings, and made full use of OTA PPC programs to highlight our client’s brand. So, OTA users would see their brand and follow up with a Google search for more information.
- We launched a strong search marketing program to ensure that our client dominated Google paid search results – thus capturing increased direct traffic.
- We implemented website design and usability enhancements so our client became much more effective at converting traffic overall. Thus, those prospects who ended up on their website were much more likely to book directly.
- Some revenue management elements also played a role. For example, we had to ensure our client was offering rate parity along with reasonable incentives to book directly.
The Results
The measurable results clearly indicate success. The hotel saw the following changes during the immediate 3-month period following the #1 Expedia placement, as compared with the same 3-month period the previous year:
- 22% increase in AdWords impressions for brand name keywords
- 7% increase in AdWords click-through rate (CTR)
- 16% increase in overall online conversion rate
Figure 1. In the 8 months following #1 placement on Expedia, CTR for the hotel’s brand name keywords in AdWords increased by 35%.
Figure 2. In the 8 months following #1 placement on Expedia, online revenue from the hotel booking engine increased 16%.
Boutique Manhattan Hotel: Online Revenue Optimization Case Study
Including Web Design, SEO, PPC, Mobile and Multilingual Marketing Services
Abstract
Evision Worldwide specializes in optimizing online revenue by approaching Internet marketing for hotels with an integrated, multi-channel strategy. A client with whom we started working in 2010 showcases the phenomenal results that are possible with this approach: we implemented a strategy for this 600-room boutique hotel in Manhattan through web design, search engine optimization, pay per click advertising, mobile marketing and multilingual marketing services. In just the first 12 months of service, their monthly online revenue increased by 228%. (And that one stat is just the tip of the iceberg).
In their words: ”Evision Worldwide’s Internet marketing team has delivered stellar revenue for our hotels. Their unique experience and unmatched results in the hospitality and travel sector give them the edge over generic hotel internet marketing agencies.”
The Goal
Our client purchased a high-end boutique property located in the heart of one of the country’s most competitive hotel markets: Manhattan. Online bookings were weak, and international traffic lagged behind expectations. Due to this unsatisfactory performance, the new owners partnered with Evision to maximize online revenue and increase the performance of the website at an international level.
The Work
Web Design: We began by designing and launching a fresh website with newly written, optimized content.
• Significantly updated the visual appeal of the site
• Matched the visual and verbal tone of the site with the high-end target demographic
• Strengthened and clarified calls-to-action appropriate to each page of the site
• Created a clear sales funnel driving the visitor to booking
• Eliminated passive barriers to action that previously undermined performance
• Improved overall usability, navigation and user-friendliness of the site
Search Engine Optimization: Then we fashioned an approach to lifting their web presence to the top of search results.
• Identified top-demand keywords and developed an SEO strategy
• Carefully balanced brand name, lifestyle and location-based terms to capture specific, targeted audiences
• Executed a holistic link-building strategy to continuously buoy the site higher and higher over time
Pay Per Click Campaigning: We leveraged paid search for its fine-tuned ability to manipulate and control performance.
• Realigned the paid search term strategy with the correct keyword mix
• Pursued a geo-targeted strategy that captured a higher-quality (i.e., more likely to convert into a booking) audience
• Streamlined the ad-to-site-to-booking flow to enable greater results
Email Marketing: We targeted carefully sculpted emails and packages aimed at the hotel’s most highly qualified leads.
• Emails written with the same care as the website content
• A clear, pointed call-to-action presented in an easy-to-read format
• Careful alignment of email recipient with email offer to maximize impact
Multilingual Marketing: For more detailed information about our multilingual marketing strategy and results for this hotel, click here.
Mobile Marketing: For more detailed information about our mobile marketing campaign and results for this hotel, click here.
OTA Strategy: We carefully leveraged the OTAs to boost direct bookings for this hotel. For a detailed explanation, click here.
The Results
- $22 million increase in incremental online revenue since partnering with Evision
- 60% increase in unique website visitors in the first 3 months
- 123% increase in international traffic in the first 6 months
- 228% increase in monthly online revenue in the first 12 months
In terms of online bookings, this hotel started at $80,000 per month. Through its partnership with Evision, revenue generated over the first 12 months reached:
• $5,597,466 via SEO
• $1,627,040 via PPC
• $451,176 via email
Crowne Plaza Times Square
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Riviera Hotel & Casino
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Crowne Plaza Manhattan Times Square
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