Overview
Frasers Hospitality is a global hospitality operator of over 200 hotel residences and boutique lifestyle hotels across Europe, Middle East, Africa, North Asia, Southeast Asia and Australia. Frasers Hospitality is the clear leader in the highly competitive serviced apartment market in Australia with including properties in Sydney, Melbourne and Perth. It is also the operator of the innovative and funky new hotel brand just launched in Australia Capri by Frasers with its first property in Brisbane.
The Challenge
With the increase in competitiveness in the search engine results page for accommodation, especially by the OTAs (Online Travel Agents) such as Booking.com and Expedia and, the introduction of many new search marketing products; Frasers Hospitality needed a locally based innovative digital marketing agency with a proven track record in the accomodation search marketing niche in Australia and a focus on data analysis to increase their ROI and drive more direct bookings via their websites.
The Solution
Fastrack was tasked with achieving these objectives and created a new search engine marketing strategy and individual campaigns for each property,market and, local area. Fastrack implemented a combination of mobile & desktop strategies designed to improve on the previous performance.