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