 Internet
Marketing for Bewleys Hotels..
Direct Online Reservations UP 538% IN 6 MONTHS. Overall online sales conversion more than doubled to OVER 8%
Bewleys Hotels provide high quality low cost accommodation in six strategic UK and Ireland locations, including four hotels around Dublin plus Manchester Airport & Leeds city centre.
Refresh Marketing were commissioned by Bewleys Hotels following their acquisition and subsequent extension to the former Holiday Inn at Manchester Airport. To fill their new rooms quickly Bewleys required an immediate boost in Web traffic and online hotel reservations.
Strategy..
With a strong brand and customer base in Ireland, the primary objective was to better establish the Bewleys Hotels brand within the UK. The group were also keen to generate more direct hotel business instead of relying on expensive hotel Web booking agents.
Specific objectives were:
-
Generate more targeted Website traffic
- Convert more online enquiries
- Maximise hotel occupancy (UK & Ireland)
- Encourage direct, non-agency bookings
- Launch the new company brand on-line
- Upgrade online hotel booking system
Progress..
By the end of week one each of the six hotels
occupied the top sponsored GoogleT advertising position for the
most popular keyword searches, including 'Manchester Airport Hotels',
'Glasgow Hotels', 'Leeds Hotels', & 'Dublin Hotels'.
By the end of week two the hotel ads had been displayed
on 131,252 targeted search results pages, which in turn generated
2,669 Website referrals at an average cost of £1.32 per referral. Google™ Adwords account optimisation would increase Ad circulation to 3,072,450 impressions
per week, generating 11,546 Website referrals at a lower cost of £0.81 pence each.
During the first six-months the Bewleys Hotels name and advertising message had been seen by 29,140,411 appropriate GoogleT users, generating a total of 162,768 targeted Website referrals. Combined with other Internet marketing
activities, including Website development and search engine optimisation,
the total number of direct Internet bookings (free of agency commission) increased by 538%.
 The successful launch of the new and simplified hotel
Web booking system helped double online sales conversion
to over 8%, effectively halving the amount of traffic
required to generate the same amount of revenue.
By the end of the initial Web marketing campaign the Bewleys Hotels brand was firmly established
in the UK, Internet sales had reached an all-time high, and every Hotel GM reported record occupancy levels.
About us..
Refresh Marketing will provide a step-by-step hotel Internet marketing strategy, incorporating SEO, PPC and strategic content development based on Google™ Analytics. We have the resources and experience to make your site more effective, and to get traffic from the UK's most popular search engine.
For a discreet jargon-free chat about Hotel
Internet Marketing
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a free call back or telephone 0845
226 1968.
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