Hotel groups: 5 steps to double your conversion rate

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Improve online visibility, develop bookings and improve margins. Here is a 5-steps strategy you should adopt to reach your goal.

Create individual hotels websites

Your group website gives a complete but quick overview of your offer. An individual website for every hotel will let users discover it more deeply, in a distraction free environment. Let’s be honest: even with famous hotel brands, travelers are looking for the destination first. Give them a website 100% dedicated to the place they want to go to, and they will give you back. FASTBOOKING’s studies show that conversion rates on individual websites range from 50 to 100% higher than group websites, for brands that have 50 hotels or less.

Adapt your contents

Your group’s website is not the best place to develop all the contents related to your individual hotels. Teasing your future guests is important, but the best conversion will barely occur there. It will on the individual websites. That is the reason why all the complete details should be concentrated on those.

The group website’s content should be lighter than the individual ones. It is more a crossroad than the final destination.

Fit with the mobile device

This design for mobile devices needs to be simpler, lighter and more straightforward. The “one-site-for-one-hotel” will make it way easier than trying to stuff several hotels on one website. Users will thank you. Google will also thank you : the latest algorithm update promotes websites that are fully usable on mobile.

Complete your SEM strategy with your individual websites

Build a SEM strategy dedicated to each of your individual hotels. Digital travelers’ online searches are precise. You should be no less precise. An immediate and complete match on the top results is the minimum. One extra click is a potential booking lost. Individual websites will help you match your service with the traveler’s expectations.

One direction for one achievement: make sure Website development, SEM and Revenue management are coordinated

That’s the key for success: all of your strategies and tools must work together and aim at the same results, i.e improving your conversion and your margins. One weak stitch is enough for the chain to break.

It takes time, requires adapted skills and a real corporate spirit. And if you manage to create that synergy, no doubt you’re on the edge of skyrocketing revenues.

Emeraude Hotels’ Success story

Emeraude Hotels Group includes 11 properties operating in France under the Emeraude brand name. As all hotel groups, Emeraude Hotels wondered how to improve the online ranking, revenues and margins.

FASTBOOKING is honored to be on their side to face that challenge, and succeed.

And it’s a pleasure to now share that success story with you.

We needed the right, wise, and efficient online strategy. That is not an easy decision to make. Thanks to FASTBOOKING’s expertise and support, it became obvious: we could succeed, and level up our ambitions. The alliance of the website development, SEM and revenue management strategies clearly improved our results and revenues. Mission accomplished. And we carry on.

Rony Bourached, Operations Director, Emeraude Hotels

Main actions by FASTBOOKING

  • Group’s website revamp
  • 1 website per hotel, connected with the group’s website
  • SEM on the “hotel” keywords focused on the individual websites
  • Team work between FASTBOOKING’s teams (Website development, SEM, revenue optimisation) and Hotels Emeraude
  • Staging of the websites launches to optimize their global online awareness

Main results

  • Traffic: +30%
  • Bounce rate: -20%
  • Direct revenues: +30%
  • Conversion rate: +100%

Discover the infographic here.

About Emeraude Hotels: The Emeraude Hotels are a collection of eight hotels in the heart of Paris, and three hotels in St Emilion, Nantes and Rennes. For an exceptional stay, enjoy our strategic locations, between the historical Paris and the business world: Opéra, Place de la Madeleine, the Louvre Museum, the Champs Elysees, the Grands Boulevards, the Marais, Palais des Congrès and business center la Défense…as well as in the prestigious vineyards of St Emilion-Bordeaux, in the valley de l’Erdre in Nantes, or in the new eco-friendly area in Rennes.

As a privileged guest you will find our teams always available to assist you to book a show, a restaurant, find a taxi or provide any further information you might require.

From 2* to 4*, each Emeraude Hotel has its own style and character, while keeping traditional values.

Published on: July 2, 2015
Author:
Stéphanie Dequier

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