Capital Hotel Group

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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.

The Challenge

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.

The Solution

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 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 with 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.

The Results

  • The client saw a 30-40% increase in direct bookings after implementing a direct booking strategy across all digital marketing channels
  • The direct booking pop-up constantly converts over 50% of the website’s total revenue
  • The website achieved an average of 4% conversion rate across all 3 hotels after implementing fluid marketing strategy
30%-40% Direct Bookings

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