Overview
Cambridge Hotel, Abey Hotel and ADGE Apartment Hotel are 3, 4 and 5 star properties respectively, located in the trendy central Sydney area of Surry Hills. Each property offers modern and affordable accommodation to both the corporate and leisure traveller.
The Challenge
With the ever changing journey that a traveller now takes to research, plan and book their travel, in particular gaining inspiration from social media and the use of a variety of mobile devices, the next challenge was being visible in Sydney, one of the world’s most competitive hotel markets. Cambridge Hotel Group management also required a full-service agency specialising in the accommodation industry that could integrate all its marketing activities and assign a common tracking mechanism to accurately measure its return on investment on each campaign.
The Solution
After several workshops and meeting with all key stakeholders, a plan was developed along with several digital assets, including new fully-responsive websites for each property using the innovative Fastrack multi-site CMS and Dynamic Website Pricing. A search marketing strategy and campaign was also executed, which included dynamic ads and remarketing, data analytics, email and social media marketing. An ongoing customer contact strategy for its past guests has also been developed, with the goal of generating repeat business, more direct bookings and creating loyalty.