Macquarie Waters Boutique Apartment Hotel

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Overview

Macquarie Waters Boutique Apartment Hotel is an award winning 4.5 star boutique hotel located close to the picturesque town centre of Port Macquarie. The property features contemporary hotel and self-contained apartments.

The Challenge

Macquarie Waters Boutique Apartment Hotel was facing a range of challenges, such as an increase in competition by big name brands such as Rydges, Mantra and Accor, as well as smaller boutique properties.  They were also experiencing a large decrease in bookings via their own website and a very large increase in bookings via Online Travel Agents (OTAs). Macquarie Waters appointed Fastrack Group as their digital marketing partner due in particular to their deep understanding of the accommodation industry and knowledge of how to drive more booking directly via the property website.

The Solution

By working closely with the property's Marketing Manager, Fastrack Group created a range of digital assets, including a new website that showcased the key features of the property. The website used a full-screen design layout with simple navigation, allowing the great photography and video to tell story of the uniqueness of the property. The new website also included Fastrack Group's dynamic rates which displays the best available rate available over the next 21 day period. An advanced SEO campaign was launched just before the new website went live and a highly targeted AdWords campaign that included remarketing was launched at the same time as the new website. An ongoing email marketing campaign was also set up, that includes exclusive 'past guest' only offers to past guests.

The Results

It has only been several months since the launch of the new website and marketing campaign, however site visitors have grown by over 110% and website conversions have grown by over 300%.  Direct online bookings have also increased by over 300% to date. The search marketing program has also improved organic search results by over 180% so far.

300% Direct Bookings
300% Conversions

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