Case Studies
Diverse Hospitality Clients, Unique Internet Marketing Challenges, Impressive Results…
Hospitality clients depend on E-site Marketing to understand the nuances associated with their business, to identify their unique challenges and to develop online marketing solutions that deliver maximum results and ROI. Partnering with diverse clients from a wide range of hospitality organizations, we consistently demonstrate our commitment to excellence:
Luxury Resort & Spa
Room nights booked via online booking engine increased 61% from 2005 to 2006..... more
Luxury Resort & Spa Case Study
Montage Resort & Spa, Laguna Beach
Montage Resort & Spa, which opened in February 2003, is a 262-room ultra-luxury resort located in Laguna Beach, California, serving both affluent leisure travelers and group business clientele. The property is the recipient of many prestigious awards including: Conde Nast Traveler's Annual Reader's Choice Awards – Ranked #2 U.S. Resort (November 2004) and Spa Montage - Five Stars from Mobil Travel Guide (April 2005), "100 Best Places to Stay" – Robb Report Luxury Resorts (2006), Voted One of "The World's Best Hotels" – Travel + Leisure Magazine (2006), and "Best of the Best" - Celebrated Living (2006).
The Challenge:
As the flagship property for a new luxury hotel brand, Montage Resort & Spa, Laguna Beach, initially approached E-site Marketing to design a Website and develop and implement a fully integrated, strategic online marketing program that would:
- Establish and promote brand awareness for a newly-formed, ultra-luxury hotel company/brand
- Position the flagship property online during critical stages of the resort's opening phase, as well as into the future
- Generate and increase qualified leads, conversion potential and significant revenue sources to meet ambitious online sales goals
The Solution:
E-site Marketing developed a comprehensive Internet marketing program to include a diverse range of online and e-commerce solutions that would initially establish the Montage brand online and evolve to maximize awareness and generate direct revenues.
- Design, development, launch and continual enhancements of an innovative Website that intimately reflects the branding, image and attributes of the exclusive property and translates the luxurious and elegant experience of visiting the property within the actual Website visit. Innovative features include:
- E-Commerce Functionality:
- E-commerce Store (www.montageshops.com)
- Online Catalogue
- Online Concierge
- Mini-Sites: Spa, Meetings, Weddings (which are independently marketed and optimized)
- Online RFP/Interactive Proposal Service (IPS) Integration
- Extensive CRM/PHP Data Collection
- E-Commerce Functionality:
- Integrated E-mail Marketing program and customized E-mail Campaigns: (including a flash-based, robust bi-yearly e-newsletter): www.montageimpressions.com)
- Customized Search Engine Optimization and Marketing Program
- Customized Interactive Media and Linkage Partnership Program
The Results:
- Direct revenue generated via the Website increased 35% from 2005 to 2006. 44% of this revenue was generated by Search Engine based visitors to the Website.
- Montage Shops (www.montageshops.com) revenue increased 17% from 2005 to 2006.
- Actual room nights generated via the online booking engine increased 61% from 2005 to 2006.
- Online Request for Proposals (RFPs) increased 96% from 2005 to 2006 due to strategic push marketing on Website.
- As a result of the Internet Marketing program implemented, search engine traffic increased over 100% in the 1st year of the program.
- The Website is the recipient of the prestigious HSMAI Golden Click Award and the Web Marketing Association's Standard of Excellence Award.
- The Montage Studio website is the recipient of the Web Marketing Association's Best Restaurant Website Award for 2006
Spa Resort
Number one ranking out of 11 million results for "spa resorts" keyword..... more
Spa Resort Case Study
Lake Austin Spa Resort
Lake Austin Spa Resort, located outside of Austin Texas, offers world-class spa services and has been honored by the Zagat Survey as the Number Five Spa in the U.S. and by Condé Nast Traveler, Travel + Leisure and Luxury Spafinder magazines as a Top U.S. Spa.
The Challenge:
Although the Lake Austin Spa Resort determined they had built a solid base of local business and developed a loyal following of destination spa visitors, they felt they were not reaching the growing audience of potential spa guests conducting research online. E-site Marketing was retained to develop and implement strategies that would:
- Improve and enhance Lake Austin Spa Resort's online exposure
- Increase incremental revenues generated via the Website's online store
The Solution:
The initial scope of work required an extensive Website redesign engagement including development of a full e-commerce boutique. In addition, E-site Marketing conducted a comprehensive evaluation of Lake Austin's current online presence, not only with the various search engines, but also with specialized spa Websites. Based on findings, the following initiatives were executed:
- Website Redesign: Included the integration of a series of interactive functionality to engage users and flash technology to maximize the resort's high impact photography. Additional features:
- Push marketing elements integrated within the design to promote data collection, events and specials to consumers
- Interactive calendar of events
- Content management system to provide Lake Austin with easy and cost efficient text and image editing
- Mini Website for Lake Austin Spa Monarch Club members which provides personalized password protected content, events and specials.
- E-Commerce Store/Boutique
- RSS Technology
- Customized Search Engine Optimization and Marketing Program
- Customized Interactive Media program (leveraging E-site Marketing's extensive network of spa related linkage partners.)
The Results:
- Due to implementation of the RSS technology on the online store, after only 1 week the store was ranking number one out of 256,000 results for a spa related keyword search.
- The online store itself was subscribed to by over 1,000 Website visitors in the first 60 days.
- The online store's revenue doubled within the first two months after launch, achieving a 100% increase month over month.
- After 3 months, the Website was ranking number one for the highly competitive keyword "spa resorts" out of 11,000,000.
- Revenue generated by the Lake Austin Spa online store in 2006 increased 18% compared to 2005.
- Search Engine traffic continued to generate a significant increase in visitors to the Website in 2006. Search Engine traffic increased 52% compared to 2005
City Hotel
An overall click-through rate exceeding 30%, including evidence of viral marketing..... more
City Hotel Case Study
The Hay-Adams
The Hay-Adams is a 145 room independent, luxury hotel located directly across from the White House, in Washington, DC. The AAA Four Diamond property, and member of Leading Hotels of the World, is ranked on Conde Nast Traveler's Gold List as one of the Top 75 North American Hotels.
The Challenge:
Upon completion of an extensive restoration, during which period the hotel was closed, The Hay-Adams wanted to increase awareness of the restoration effort and the grand reopening of the hotel, as well as special promotional rates for the reopening.
The Solution:
E-site Marketing designed, developed and launched an e-mail marketing campaign for the Hay-Adams announcing the hotel's reopening and promoting the special offer. E-mail campaign features included:
- HTML e-card design with animantion
- Three calls to action on the e-card, with links to the following pages of the site: The Homepage for the Hay-Adams, the Special Offers page and the Reservations page
- Dissemination of the e-card to approximately 1,000 e-mail addresses contained in three separate databases
- Online real-time reporting to determine the success of the e-mail campaign in achieving its objectives
The Results:
- The overall click-through rate for the campaign was 30.5%
- One database received a click-through rate of 56%
- Clicks were received on the calls to action from people who were not on the recipient list for the campaign, indicating effective viral marketing - the e-mail was forwarded to others, who in turn responded (6.6% of total clicks were the result of referral marketing)
Hotel Management Company
One year increase in Website traffic of 36% and over 1.2 million visitors..... more
Hotel Management Company Case Study
Destination Hotels and Resorts
Destination Hotels & Resorts is one of the industry's leaders in the management and marketing of high-quality independent properties, many of which were successfully converted from major brand affiliations. Over the years Destination Hotels & Resorts, a wholly owned subsidiary of Los Angeles-based Lowe Enterprises, has grown to be the fifth largest independent management company in the United States, managing a portfolio in excess of a billion dollars.
The Challenge:
- Build online brand awareness and increase revenues across the portfolio of 30(+) properties/independent hotels.
- Consistent tracking across the portfolio to demonstrate ROI to asset owners.
- Implement uniform corporate Information Architecture & E-commerce guidelines.
- Increase e-mail capture to support CRM initiative.
- Increase online market share against larger and established hotel brands.
The Solution:
E-site Marketing designed and developed a collection of Websites that cluster unique properties together based on like experiences and offerings, ie: Website featuring and highlighting vacation rental properties, mountain properties, golf properties, spa properties, meeting properties.
In addition, E-site Marketing developed and implemented an integrated Internet marketing program to strategically position the collection of Websites to include: organic Search Engine Optimization, Linkage and Interactive Media, Pay Per Click advertising, E-mail Marketing.
The concept: "32 Unique Experiences." Position Destination Hotels & Resorts as an online distributor of unique destination experiences.
- Research & Analysis Phase to include:
- Usability Study
- Focus Groups
- Surveys
- Extensive analysis of current Website performance and demographics
- Application of Website usability best practices
- Identified and secured strategic technology partnerships for booking engine and CRM platform.
- Implementation Phase
- Corporate Website redesign and reconcepting
- Development of collection of micro mini-sites based on lifestyle and experience, ie: Spa Collection
- CRM platform integrated across entire portfolio
- Single Content Management Solution
- Integrated approach to Search Engine Optimization across entire portfolio of property and micro sites.
- Extensive cross-linkage across entire portfolio of property and micro sites.
The Results:
- Overall traffic to the Website in 2006 increased 36% compared to 2005
- The Website generated over 1.2 million visitors in 2006
- Corporate Website traffic generated, via linkage partnerships, increased 100% from 2005 to 2006.
Destination
Over one million visitor sessions each month during 1st quarter 2007..... more
Destination Case Study
Puerto Rico Tourism Company
The Puerto Rico Tourism Company's (PRTC) mission is to set the standard of excellence with the implementation of world-class tourism policy through a commitment to pursue the common goal of making Puerto Rico the first choice for world travelers and business in the Caribbean. In addition, PRTC supports efforts and initiatives that will lead the way to economic success by increasing the revenue derived from tourism.
The Challenge:
Executive committee members of the Puerto Rico Tourism Company (PRTC), along with their internal marketing team and agencies of record, presented E-site Marketing with the following marketing initiatives:
- Design and develop an entirely new destination portal Website to be more functional, user-friendly, interactive and technologically advanced than the existing site; to include a Spanish language version.
- Establish a stronger online presence and increase awareness of Puerto Rico as a world class destination for leisure and business travelers and a viable location for business opportunities.
The Solution:
A new Website was designed and developed to function as a highly effective destination portal that incorporates the successful integration and application of interactive tools designed to enhance the user's online experience. The Website is featured in English and Spanish. Additional features include:
- Navigation houses information not only for leisure travelers but successfully integrates a press room, meetings and convention information, a travel agent mini-site, and a section dedicated to company information for investors and job seekers.
- High-impact images, intuitive navigation and comprehensive Website content that portray the beauty and charm of Puerto Rico while promoting an abundance of viewer choices in terms of lodging and vacation opportunities.
- Flash interactive travel planner that enables users to conduct a search for a diverse range of options (i.e. accommodations, restaurants, activities). Search results appear on a map providing the user the ability to identify exact geographic/regional locations thereby enhancing the trip planning experience and logistics.
- Each section of the Website contains user friendly video delivered in an accessible flash player format.
- Rotating promotional banners on the homepage keep the Website current and allow quick access to multiple information points within the Website.
- Fully-integrated online marketing program which includes a robust Search Engine Optimization program, customized Interactive Media plan, design and execution of monthly targeted e-mail campaigns and quarterly e-newsletter.
The Results:
- Nominated for Annual Webby Award – June 2005 – Chosen as one of the five best in the industry from over 4,300 sites entered from 50 states and over 40 countries.
- The Website is the recipient of two additional design awards – HSMAI's Golden Click and the Web Marketing Association's Standard of Excellence.
- Average monthly visitors increased by 75% in 2004 vs. 2003
- Database collection has increased by over 150% since launch of Website.
- The new, customized online booking engine (implemented in late 2006) generated approximately 200 bookings and $60,000 in revenue during first quarter of 2007.
- After launch of newly designed Website in late 2006, the site received over 1 million visitor sessions each month in first quarter of 2007.
- Search Engine traffic increased 21% in 2006 compared to previous year.
Restaurant
Online store revenue doubled within the first two months following launch..... more
Restaurant Case Study
Studio
The signature restaurant of the Five Star Montage Resort & Spa, Laguna Beach, Studio is designed to captivate the senses. Artful understated dining, as conceived by award-winning Chef James Boyce, the menu features contemporary French cuisine with California influences. The Arts & Crafts-style dining room is perched high atop an oceanfront bluff overlooking the Pacific.
The Challenge:
Upon completion of their on-property restaurant, Studio, Montage Resort & Spa enlisted E-site Marketing's award-winning design team to craft a high-impact Website that would:
- Showcase the passion and expertise of head chef James Boyce and serve as an extension of his personality, translating the dedication that he infuses into every aspect of the restaurant to the Website as well.
- Capture the warm, inviting experience of dining at Studio; the elegance and inviting architecture of the restaurant; and stunning cliffside location.
- Integrate cutting-edge animation, music and multimedia.
- Maintain consistent Montage Resort & Spa branding as the property's restaurant, while at the same time distinguishing Studio as an independent fine dining establishment that attracts patrons from the southern California area.
The Solution:
To fully capture the essence of Studio, E-site Marketing sent our design team to the destination/restaurant during an on-location photo shoot. Designers coordinated with photographers, interviewed the culinary team, and produced an array of sketches and storyboards inspired by the breathtaking views from Studio's cliffside perch. The final product, an award-winning Website, included the following strategic features and functionality:
- Online reservation capability
- Request for Proposal forms (private dining)
- Studio "E-mail Club"
- High-impact Flash animation
- Virtual tours
The Results:
- The Website received HSMAI' highest honor receiving a 2006 Golden Click "Gold Award" for best restaurant Website.
- The Website is one of four select nominees for the prestigious 2006 Webby Award for the restaurant category.
- Since launching, the Website has generated over 1200 online dining reservations.
