Drive Hotel & Restaurant bookings
Hotel Xenia asked ZOO to help increase their direct hotel bookings & restaurant reservations and incentivise the take-up of hotel experience packages. Connecting with local residents and visitors was a priority to build engagement and boost positive word of mouth.
A recent addition to the prestige Autograph Collection of boutique hotels, we had previously refreshed Hotel Xenia’s brand proposition, produced a suite of in-hotel marketing print and built a new Drupal website.
The ZOO Solution:
Content marketing campaign, PPC activity & Email marketing
Our initial activity focused on engaging with a local audience within a 5km catchment area. This included the creation and nurturing of standalone Facebook, Twitter and Instagram social media channels, supported by an ongoing content calendar.
To boost the hotel’s organic search ranking and discoverability, we provided 2 optimised monthly blogs, repurposable for other marketing content requirements. Customer bookings were incentivised through the promotion of a new membership discount scheme whereon signing up for membership, customers received an extra incentive to dine at the hotel restaurant.
Signups were subsequently engaged with through regular E-shots, with content regularly emailed to the membership database.
Focusing on driving bookings, we built an exhaustive Google Adwords account with special focus on the local market.
We also instigated a Facebook Ads campaign which was constantly monitored and refined, based on topics in line with the client’s marketing strategy.
- Whilst the campaign is ongoing, the client has seen a 144% rise in restaurant bookings and a traffic increase of 86% from social channels.
- From zero, social media channel activity generated over 1000 engagements by the third month of activity
- Paid marketing has been delivering highly efficient returns, with an average Google Ads CPC of just £0.47 and £0.29 with Facebook advertising. Strong clickthrough rates of 3.73% with Google Ads
How ZOO can help you:
Our creative, marketing and content experts have a wealth of experience in creating successful strategies for a wide range of sectors across B2B or B2C.
If you’re looking to grow your business and increase site traffic, generate more leads or extend your brand profile, have a conversation with our team and find out how your enquiry can become our next success story.