Hotel Case Study

Background

New York based restaurant and hotel group, B.R Guest Hospitality, initially engaged Ignite Hospitality to redevelop their website a few years ago. The development process was led by the key objective to significantly increase online bookings and social media engagement through the group’s own website. Ignite has an ongoing role to deliver a comprehensive range of techniques to increase site visitors, 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 of restaurants and hotels through BR Guest Hospitality's website.

Secondary objectives include:

• Significantly increase levels of social media engagement across all assets.
• Enhance the brand positioning of B.R Guest Hospitality as a group as well as individual restaurants.
• 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 effective social media integrations across the site.
• 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:

• More than £1m 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 £20,000 in sales in one week