Case study
HotelHotel Felicity Inn
Hotel Felicity Inn was being passed over by travellers who found and booked somewhere else first. We rebuilt the website around the reservation, went after the searches those travellers actually run, and opened the hotel’s own channels to guests. Organic traffic rose 50% within six months and online bookings 35%.
The problem they brought us.
The website was not built for the way a traveller decides — a quick comparison on a phone, then a booking. Navigation, loading speed and the reservation step all got in the way.
Organic visibility was weak, so the hotel was found by travellers who already knew its name rather than by those searching the destination.
There was no blog, no email list and little social activity, which left the hotel no way to reach a past or prospective guest itself.
Reviews on Google and TripAdvisor went unanswered, in a trade where the review page is often the last thing a guest reads before booking.
What we did about it.
Researched the guest, then rebuilt the site
Market research into who the hotel is actually for, then a revamp for intuitive navigation, mobile use and fast loading, with a booking system built into the journey rather than bolted on the end.
Made the hotel look like itself
High-quality photographs of the property and the amenities, consistent branding and clear calls to action — in a hotel listing the pictures do most of the persuading.
Went after the destination searches
Keyword research in Google Keyword Planner weighted to long-tail terms for the location and what this hotel offers, then title tags, meta descriptions, headers, image alt text and internal links, plus an XML sitemap, a tidied robots.txt and an SSL certificate.
Gave a traveller a reason to come back to the site
A blog on travel tips, local attractions and hotel news, guest stories and testimonials, videos and a virtual tour of the property — all scheduled on an editorial calendar around seasons and holidays.
Opened the hotel’s own channels
Opt-in forms offering a discount, segmented newsletters, regular posting on Instagram, Facebook and LinkedIn, an optimised Google Business Profile and reviews answered promptly, good and bad. Google Analytics and heatmaps behind it, reported monthly.
Where it landed.
- Online bookings increased 35% following the website redesign and the SEO work.
- Organic traffic increased 50% within six months.
- Positive reviews on Google and TripAdvisor increased 30%, which in hospitality feeds straight back into bookings.
- Social following grew 40% and engagement 60%.
- Email open rates increased 25% and click-through rates 20%.
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