Hotel websites with high conversion rates

Design + build of two websites for St Pancras Hotel Group. Focussed on great user-experience and driving conversions. 

Highlights:

  • 125% increase in overall traffic. 
  • 41% increase in bookings.
  • Impressions for branded and unbranded queries on Google have increased by 593%.

Full project details below. 

Contact us to find out more. 

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The brief
The Marmalade team have been commissioned to deliver the digital strategy for the St Pancras Hotel Group. The initial phase has focussed on their two primary properties - Hotel Megaro and The California.


Both hotels are boutique and independent in prime Kings Cross locations, each one catering for different customers. Megaro suits couples, families and professionals looking for a boutique, independent hotel with a unique style. California is a B&B so caters for families and travellers looking for good value alongside corporate bookings.


The websites were designed to deliver a unique look and feel for each brand, to integrate a booking engine, and structured to support both users and search. The ongoing digital marketing activities are guided by customer profiles and insight from monthly analysis, with a strong focus on business objectives.


The Challenge
For each hotel:

  • To increase brand reach and awareness.
  • To increase direct bookings in order to avoid commissions and increase revenue per booking.
  • To compete with online travel agents by delivering targetted messages and offers.

The Solution
For each hotel:

  • A new website (California, May 2014. Megaro, October 2014)
  • Photography
  • Integration with a 3rd party booking engine
  • A Content Strategy including Personas, Customer Journey Mapping and Keyword Research
  • Content Production – for site launch and ongoing blog publishing
  • PPC – Google (Brand and Generic)
  • PPC – Trip Connect
  • SEO – audits, analysis, content and technical optimisation
  • Social Media Training – customised in-house training
  • On-site customer journey optimisation
  • Monthly Insight and Action Reports

The Results – for Megaro

  • 125% increase in overall traffic after 6 months. With SEO accounting for approx 67% and PPC 11% of total channel mix.
  • Despite a strong industry trend, when demand for travel related products drops in the first part of the year, there has been a steady month on month increase in traffic.
  • An average of 168 bookings per month with an upward trend; a 41% increase this quarter.
  • 48% of the site SEO traffic is generated by blog posts, illustrating success for the Content Strategy and SEO optimisation.
  • Through PPC optimisation revenue has increased against adspend.
  • Using the new Trip Advisor PPC advertising platform we have generated highly qualified traffic, directly competing with booking agents.

The Results – for California

  • 55.47% increase in overall traffic since site launched. With SEO accounting for approx 68% and PPC 12% of total channel mix.
  • The previous site had just 2.9k sessions per month, at its peak the new site has reached 5.8k.
  • At its peak 120 bookings were made in one month, with 2.24% conversion.
  • SEO is strengthening month on month - since launch impressions for branded and unbranded queries on Google have increased by 593%, and the number of queries generating these have increased by 82%.
  • Through PPC optimisation revenue has increased against adspend.
  • Using the new Trip Advisor PPC advertising platform we have generated highly qualified traffic, directly competing with booking agents.

The next steps..

  • Increase Content Marketing activities, continue blog posting, use social to increase brand reach and engagement.
  • Further optimisation of PPC – retargetting and expanding beyond UK to help increase length of stay.
  • Further optimisation of on-site path to conversion, including newsletter sign-ups and bookings.
  • Email Marketing – to increase return visits.
  • Further SEO optimisation for key terms.

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