Marketing for historic hotels
The Governor Hotel, a historically significant landmark in downtown Portland, Oregon, boasts large event spaces and ballrooms, commanding higher room rates than its competitors.
To enhance visibility and increase bookings, especially during the shoulder seasons, we developed a comprehensive digital marketing strategy focused on highlighting the hotel’s unique features and amenities.
DRIVING
ENGAGEMENT
Effective Marketing Strategy to increase bookings for historical hotels
Increased Room Rate Conversions: Achieved a 24% increase in mid-level room rate conversions and a 14% increase in the highest-level room rate conversions over two years.
Reduced Cost per Conversion: The enhanced conversion rate led to a 23% reduction in cost per conversion across all digital channels, making marketing efforts more cost-effective.
Sustained Shoulder Season Bookings: Targeted campaigns for shoulder seasons successfully maintained bookings and increased visibility during slower periods.
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Key Services and Strategies Implemented:
- Local SEO Strategy for Hotels: Improved search engine visibility to attract more potential guests.
- Conversion Rate Optimization (CRO): Enhanced website functionality and user experience to drive higher conversions.
- Increased Direct Channel Revenue: Focused on direct bookings to reduce reliance on third-party booking platforms and increase profitability.
- Increased Average Daily Rate (ADR): Promoted premium room rates and exclusive packages to enhance revenue.
Strategic Implementation:
Localized SEO and Content Marketing: We implemented a robust local SEO strategy to improve The Governor Hotel’s visibility in search engine results, targeting potential guests searching for luxury accommodations and event spaces in Portland. By creating engaging content that emphasized the hotel’s rich history and premium offerings, we attracted a broader audience and enhanced the hotel's online presence.
Conversion Rate Optimization (CRO): We optimized the hotel’s website to improve user experience and increase conversion rates. This involved showcasing the hotel’s distinctive features, such as its historical significance, elegant ballrooms, and premium amenities. By making the booking process more intuitive and appealing, we successfully increased mid-level room rate conversions by 24% and highest-level room rate conversions by 14%.
Targeted Marketing for Shoulder Seasons: To address the slower shoulder seasons, we developed targeted marketing campaigns that promoted special packages and events tailored for these periods. This included promoting seasonal events, historical tours, and exclusive discounts, which helped maintain steady bookings even during traditionally slower times.
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This collaboration with The Governor Hotel demonstrates our expertise in delivering effective digital marketing solutions for historic hotels. By leveraging localized SEO, CRO, and targeted marketing campaigns, we significantly boosted visibility, bookings, and revenue, ensuring sustained success even during the shoulder seasons.
Top 3 Challenges Historic Hotels Face with Their Digital Marketing
Showcasing Unique Historical Value
Historic hotels often have rich stories and unique features that differentiate them from modern accommodations. However, effectively conveying this historical value online can be challenging. By creating compelling content that highlights the hotel's history, architecture, and unique experiences, and optimizing it for SEO, historic hotels can attract guests who appreciate and seek out unique and culturally rich experiences.
Competing with Modern Amenities
Competing with modern hotels that offer contemporary amenities can be difficult for historic hotels. To address this, digital marketing strategies should emphasize the blend of historic charm with modern comfort. Showcasing renovations, modern amenities, and exclusive services through high-quality images, virtual tours, and customer testimonials can attract guests looking for the best of both worlds.
Maintaining Visibility During Shoulder Seasons
Historic hotels often struggle to maintain visibility and bookings during the shoulder seasons. Developing targeted marketing campaigns that promote special packages, seasonal events, and unique experiences can help sustain interest and drive bookings. By leveraging social media, email marketing, and local SEO, historic hotels can keep potential guests engaged year-round.
SUCCESS STORIES
I have worked with Scott and 32 Degrees for 3 years. They handle my SEO and other digital marketing. My best example of how great Scott is at his job is: we took a 3 month break from his services and lost a quarter of our business- needless to say we are back in the fold. Scott is fantastic at what he does and is very conscious of results and will tweak things to make sure we stay top of mind to our existing and potential customers.Laura Tunberg, Visiting Angels
I met Scott Fish and 32 Degrees Digital a few years ago while he was consulting with the Eola-Amity Hills Winegrower's Association. It was clear that he had the skills I needed to help me upgrade the SEO capability of the website for my small inn, Amity Flats. Over the next several months Scott Scott worked closely with me to analyze and refresh the text on my website. He is easy to work with and knows what he is doing!!Barbara Bond, Eola-Amity Hills Winegrowers Association
32° Digital may have a chilly name but they are red hot when it comes to SEO. Not only do they dominate the hospitality and winery markets but they also do a phenomenal job with restaurants and tourism sites. What sets them apart? Other than their unique expertise in a very niche market like SEO, they also understand the customer journey for these verticals which helps them to consult their clients on how to improve workflow and culture. If you haven't had a chance to chat with Scott Fish, take the time...it'll be well worth it.Brent D Payne, LOUD.us
32 Degrees is phenomenal! They helped my organization achieve instant ROI by implementing a focused SEO, PPC and Digital strategy. I can't recommend Scott and his team enough.Adam Tucker, Ethos Executive Search Firm