The Old Woolstore Apartment Hotel Case Study

Background

AdditionalView was contracted by The Old Woolstore Apartment Hotel to project manage the development of the new website and provide strategic services to ensure the channel generated improvements in hotel bookings.

The project also included a digital marketing campaign which included a full national and international search engine optimisation campaign, and a national Google Adwords campaign.

AdditionalView was engaged half way through the website development project and required to provide an analysis of the existing website development and as necessary provide full specification and guidance to the contractor to ensure it was focused on achieving the core digital marketing objectives.

The project also required AdditionalView to work with the booking sales engine service provider to ensure the interests of the hotel were achieved prior to and after the digital campaign commenced.

The project and following campaign is ongoing and continues to exceed the industry benchmark.

The Project Deliverables:

• Analysis of the current state of the project and the existing website search engine indexing positioning.
• Information architecture design development based on the AdditionalView Customer Conversion Architecture™ sales generation methodology.
• Wireframe development and design guidance for the existing website developer.
• Website usability consultancy services to ensure the user experience objective to generate hotel and venue bookings was realised
• Full search engine optimisation including website copy optimisation services.
• Strategy consulting and metrics reporting.
• Google Advertising campaign planning, creation and management of two campaigns - one targeted at hotel bookings the other targeted at venues.
• Search engine optimisation focused at national and international search engine positioning.
• Monthly campaign reporting to provide full accountability of both Search Engine Advertising and optimisation services.
• Ongoing monthly digital strategy consultancy services.

Digital Campaign results (full metrics of the campaign are currently protected by client confidentiality; however the following overview is provided)

• Significant and immediate improvement in search engine positioning.
• 200% increase in Hotel bookings after the launch of the new website.
• Significant increases in online room bookings through the hotel website.
• Increase in customer visits to the website channel above the Google Australian National Benchmarking standard for hotel websites in Australia (see following diagram).

To find out more about Additional View, contact us.