For multi-unit hotel brands with locations all over the UK, it’s very important that potential guests can find the most relevant venues via search engines – and then enjoy a logical, accessible user journey. We helped a major hospitality company make this happen.
A hospitality group needed to make their UK hotel locations more visible via Google, to increase awareness, website traffic and online bookings. Despite already using pay-per-click (PPC) advertising, the business was not happy with its performance in these areas.
CE created a new PPC account for brand, featuring individual campaigns for each of their hotels across the UK.
These campaigns were customised with geo-targeted keywords, advertising content, ad extensions and landing pages – all aimed at achieving a favourable Google Quality Score and a positive, relevant user experience.
Each location has a set budget, meaning we can easily address the different circumstances of each. For example, a new or struggling hotel needs more PPC investment than a venue that’s already doing well, so resources are focused where they are most needed.
We set location targeting at a nationwide level, meaning that the IP address of potential customers wasn’t restricted to their own local area – as people seeking hotels are often planning a trip some distance away.
Our localised strategy has enjoyed strong results in a highly competitive market, even outranking popular travel websites such as Booking.com, Laterooms.com and Trivago.co.uk.
This is a big improvement when compared to the same period in 2012, with improvements in click-through rate, cost per click, search position and conversions.
These results represent the national average across all hotel locations, but some individual venues have enjoyed even greater success.
Inn Keepers' Lodge