Hospitality & Accommodation Industry Case Study

The Olde Tudor hotel is one of the largest hotels and entertainment venues in Launceston, Tasmania.

They aimed to improve their brand awareness, website visits, phone calls, search volume and visibility so that it ranked in the top within search engines when people looked for accommodation in Launceston.

With so much online competition in the hospitality industry, The Olde Tudor was struggling to stand out from its competitors in the nearby areas. This is when they turned to us at Aus Asia Online.

Client:
Olde Tudor Hotel
Industry:
Hospitality Industry
Service Type:
SEO, SMM, Web Design & Development

The Result

The achievement of our works in numbers

Website Visits

37.30 % Website Visit Increases in 6 Months

Phone calls

11.13 % Increase in Phone Calls in 6 Months

New Users

3363.57 % New Users Increases in 6 Months

Organic Traffic

833.98 % Increase in New Users in Last 6 Months

Our Project Challenges

The challenges we faced while making the brand and grow organic traffic

1

Facing Low Online Traffic and Online Visibility

The Olde Tudor Hotel had already been facing low online traffic and online visibility. To recover from this situation we were faced with an immensely challenging task to boost its business growth.

2

Our Client Did Not Have Any Website

Our client did not have any website which meant we had to work on the businesses online marketing almost from scratch, from website development through to digital marketing.

3

Due to Covid-19, Restrictions from The Government

Due to Covid-19, the business was suffering from a high level of restrictions from the Government at the time. Due to this, they were not ranking well on the major search engines like Google, Yahoo or Bing for keywords related to their services.

Our Approach, Strategy & Execution

We worked closely with the client's team to understand their needs and challenges.

Keyword Preferences

Narrow down the client’s keyword preferences for SEO

Understanding and Mapping

We addressed their service categories as a SWOT.

SEO Opportunity

we used numerous ways of spotting the SEO opportunity.

Long-tail Keywords

We planned on focusing on long-tail keywords for more localised organic search.

37.30% Increase in Website Visits, 11.13% Increase in Phone Calls in 6 Months

In the beginning, we comprehensively researched the competition within the local hospitality industry. We checked out what their competitors are up to, analysed what people are reading and talking about, and updated that type of content to bring traffic to their website.

Our development team built a fast loading and device responsive website ensuring that the pages are as technically optimised as possible which included the image file sizes, page structure and third-party plugin functionalities. Next, we worked on On-Page and Off-page SEO to boost organic traffic.

The result? Organic Traffic Growth took a rise by 42% and their website Rank was much more improved with increased Visibility compared to 6 months earlier.

Hospitality & Accommodation Top Channels

Increase in Organic Search

The organic search rankings were also increased by publishing relevant, quality filled content that answered their intended customers’ biggest queries about accommodation and attracted links from other websites. Using the appropriate alter tags and metadata, their webpages were furthermore optimised. This improved the site’s authority and relevance and drew new users. The result was the immediate increase of searches; organic searches reaching almost upto 60% and Direct Searches of 30% over a six month’s time period.

833.98 % Increase in New Users last in 6 months

Like most businesses, The Olde Tudor Hotel wanted more pageviews and new users as well. Our marketing strategies brought the most visible increase in these fields where a tremendous incline by 819.05% of New Users and 880.46% of Pageviews can be seen in 6 months! The bounce rate was the lowest in this period as well.

Social Media Growth

We developed other marketing strategies for The Olde Tudor Hotel using paid and organic strategies such as:

Photo Sharing on Google for more link building.

Regular posting on Social media platforms with attractive content and graphics to drive traffic. In this way their page likes and social media growth on Facebook and Instagram increased over a span of 6 months:

Our strategic marketing plan increased the number of Organic Clicks on any URL of their website when it appeared in search results.
We also improved Impressions and the Average Ranking Position of the website URLs for the queries.
We know how high the Cost-per-click (CPC) can be for any business but due to our excellent inflow of organic traffic, we were able to keep to their budget and cut expenditure on Paid searches.

We Successfully Generated More ROI Through:

Keyword Ranking – We targeted keywords that relate to the nature of their accommodation & hospitality services. We also identified long tail keywords to target locations around the hotel.

Visibility – Our website gained more visibility in search engines. Better visibility resulted in more clicks and eventually they began to receive more phone calls from potential customers looking for accommodation. As you can see, visibility was significantly improved from its previous rate by approximately 13%:

Hospitality & Accommodation Keywords Visibility

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Olde Tudor