Hotel Case Study
Case Study of Internet Marketing for Alexander Hotels
Background
Luxury boutique hotel group, Alexander Hotels, initially engaged Ignite Hospitality to redevelop their website a number of years ago. The development process was led by the key objective to significantly increase online bookings through the group’s own website. Ignite has an ongoing role to deliver a comprehensive range of techniques to increase booking conversions, improve site visits, drive social media engagement, monitor results and support the group in all their online marketing requirements.
Challenge:
The key objective is to continuously drive online bookings through Alexander Hotel's website.
Secondary objectives include:
- Significantly increase usability for guests.
- Enhance the brand positioning of Alexander Hotels as a group.
- Significantly improve search engine visibility.
- Provide a user-friendly experience for customers.
- Support offline communications channels.
Ignition:
- Strategically planned navigation structure and introduced key persuasion assets.
- Re-designed online brand and planned content structure.
- Built bespoke conversion tools for gift vouchers and spa.
- Established campaigns for each hotel to increase traffic to the website.
- Incorporated SEO techniques to site build and undertook comprehensive link building campaign and affiliate network.
- Set up Email communications templates with click buttons to website conversion pages.
- Regularly run multi-channel digital campaigns to push bookings.
- Introduced system of regular monitoring and quarterly reporting.
Success:
- Almost £2m revenue generated annually through the website.
- 25% increase in unique visitors year-on-year.
- Over 30,000 unique visitors to the website every month.
- Number 1 Google organic search results for a wide range of non-brand keyword phrases.
- Email campaigns with up to 30% open rates, 5% CTR and substantial direct income generated.
- Spa voucher sales that generate £100,000 in sales in one week
