Capital Hotel 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 centrally located throughout 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 highly seasonal market, with also large increase percentage of their bookings for each property being made via Online Travel Agents, Capital Hotel Group required a fresh new overarching digital strategy to achieve 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 individual websites for each property depicting their unique features. A new SEO and content strategy that included long term, white-hat strategies that have each month increased organic traffic to each website. A Pay Per Click campaign with a strong call to action to book direct was also created that included SEM, innovative Display Advertising campaigns, Remarketing and YouTube Advertising. Each month data is analysed and each campaign is optimised for maximum ROI and new campaigns launched to test different media and calls to action. Social Media was used to increase visibility and engagement across their key target markets. Each month several targeted email marketing campaigns are sent to past guests to drive book direct again and build loyalty. Finally an ongoing CRO (Conversion Rate Optimisation) program was undertaken to constantly improve conversions across all their websites and digital channels.