Slide two

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