Portfolio

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.

  1. Our target prospect would search for information on hotels.
  2. Our client would feature clearly for desired branding for high-yield keywords.
  3. Optimized point-of-entry text (PPC ads, meta descriptions) caught interest and clicks.
  4. 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