Capital Hotel Group is one of the largest accommodation providers in Canberra, boasting almost 500 rooms, suites and apartments across three properties. The locally owned and operated company includes iconic properties such as Avenue Hotel, Aria Hotel, and Pavilion on Northbourne, each conveniently located centrally to the nation’s capital. Capital Hotel Group were looking for a full-service digital marketing agency specialising in the hotel and travel industry to outsource their entire digital marketing.
Being in a highly competitive and seasonal market and experiencing a large increase percentage of their bookings made via Online Travel Agents, Capital Hotel Group required a fresh new overarching digital strategy to beat their competitors and drive more direct bookings.
Following several Discovery workshops with Capital Hotel Group’s stakeholders and past clients, a new digital strategy was created. The strategy included the redevelopment of their main group’s website and the creation of individual websites for each property depicting their unique features. A new SEO and content strategy was implemented that included