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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