The hotel industry is incredibly competitive, especially online with travel portals, so driving people directly towards the company and its services is vital.
Working closely with the General Manager, we were able to profile target markets more effectively for a range of services. Combining this with clear ‘user journeys’ and achievable call-to-actions, we established clear business-focused goals.
With a more distinctive brand now in place, we’ve built on the differences of this independent, community-minded hotel; helping it to stand out, engage with the local community, raise its profile, and communicate more readily (and effectively).
We work continuously with the team to drive traffic into and through the hotel website, and towards more profitable KPI’s; focusing on quality, and honing any additional spending so that it achieves the best value. We also help the team develop services, events and offers that help to increase revenue.
We’re not videographers, but it’s amazing what you can do with an iPhone and a microphone. In terms of engagement, we have created a range of videos that stand out across social media, or for message immediacy, all as part of our standard marketing package.
These social videos for the hotel are used on the website, as well as for social media across Facebook, Twitter, Instagram and LinkedIn (depending on the audience message). They combine with a more relaxed and personal tone-of-voice, offering two-way engagement, rather than monologic sales messages.
When a new website goes live, we often tell clients that their traffic may well go down. It can be disconcerting, but with a focus on tangible business KPIs, the proof of the pudding is that quality trumps quantity every time when it comes to getting business through the door.
When this new website went live in 2018, the traffic didn’t actually go down. What’s more the enquiries shot up.