— A hotel SEO and SEM strategy that skyrocketed traffic and direct bookings in just two months.

THE COMPANY

Context

Hoteles Boutique is a 4- and 5-star hotel chain, recognized for offering luxury experiences in privileged locations. Despite its excellent reputation, they faced challenges in their digital presence and in securing direct bookings.

Their website loading speed was slow, they did not rank well in search engines, and they were excessively dependent on OTAs for their reservations. Furthermore, they lacked a defined strategy in SEO, SEM, and content marketing, affecting their visibility and ability to attract customers directly.

THE CHALLENGE

CHALLENGE

Boutique Hotels needed to improve its online visibility, attract more organic traffic and thereby increase direct bookings. Despite having an attractive website, the chain was not well-positioned in search engines and relied heavily on OTAs for its bookings.

In addition, the social media presence was static and failed to capture users' interest. The website loading time was slow, and the blog content was not optimized, which negatively impacted the user experience and SEO.

OUR HELP

IMPLEMENTATION

To address these challenges, we implemented a comprehensive digital marketing strategy that included Strategy, UX/UI Design, SEO, PPC, content marketing, and social media management.

PPC

To encourage direct booking, we specialize in running Google and Meta advertising campaigns at both national and international levels, outperforming the competition from OTAs like Booking and Expedia, as well as other hotels with similar standards or locations.

Full-funnel strategy

To maximize growth and direct bookings, we implemented a full-funnel strategy in Google Ads and Meta Ads. This allows us to capture and nurture potential customers at every stage of the purchasing process:

Brand awareness:

• Branding campaigns: use of Google Ads and Meta Ads to increase the hotel's visibility among potential customers.
• Engaging content: content creation that highlights the unique features of boutique hotels, such as their design, location, and personalized services.

Consideration:

• Niche keywords: focus on specific search terms that reflect high booking intent, such as «boutique hotel in [city] with spa.»
• Precise segmentation: user behavior analysis to target ads to audiences with a higher likelihood of conversion

Conversion:

• Remarketing: implementation of campaigns targeting users who visited the hotel's website but did not complete a reservation, reminding them of special offers or highlighting exclusive services.
• Personalized offers: sending exclusive promotions to users who have previously interacted with the brand, encouraging the completion of the reservation.

Loyalty:

• Loyalty programs: Creation of programs that reward recurring customers, encouraging future bookings.
• Post-stay communication: Sending satisfaction surveys and offers for future stays, maintaining an ongoing relationship with the customer.

Interdepartmental collaboration

The collaboration between our PPC and social media content teams has been key to our success. This synergy has allowed us to:

• Increase sales volume: Our integrated organic and advertising strategies have significantly increased direct bookings and sales volume.
• Brand strengthening: in addition to increasing sales, we managed to strengthen the brand and expand business opportunities.

PPC results

Results only 2 months upon arrival, we got a return of the advertising investment more than one 1355% in our Google advertising campaigns, demonstrating the effectiveness of our strategies.

This combination of strategies has allowed the hotel not only to compete effectively with OTAs and other hotels, but also to stand out and grow in the digital market.

SEO

We performed a comprehensive audit and resolved critical issues of On-page SEO such as error response codes, broken images, and pages without meta descriptions or optimized SEO tags.

Furthermore, we fixed a severe conflict of Hreflang what the English version of the site showed to Spanish users.

Regarding Off-page SEO, we removed toxic inbound links, worked on a link-building strategy to gain authority, and optimized all Google Maps listings with posts, keywords, and citations that noticeably improved the Local SEO.

Web experience

We significantly improved the website's loading speed., reducing load times from over 6 seconds to under 2 seconds, thereby improving the user experience and web bounce rate.

Blog

We created a new blog and we redesigned the interface to improve readability. We implemented a content marketing strategy with articles about things to do in the city, tourist spots, gastronomy, and more. This not only significantly improved SEO positioning, but also allowed many people discovered the group for the first time thanks to this content, increasing the traffic, the engagement and the visibility general from the website.

Web design

Originally, the restaurant's website was integrated within the hotel's page, which it hindered its visibility and local SEO positioning. To solve this, we created a independent website for the 5-star hotel restaurant, with specific sections such as Our story, a la carte and menu, Michelin-starred chef events, media section, location and how to get there, and an exclusive cocktail section.

This new independent design it was key not only to significantly improve the Local SEO and make it easier for more potential customers to discover the restaurant, but also to perfectly align their digital presence with the exclusive and luxury hotel image.

Social media

We transform the social media presence of Boutique Hotels with an approach fresh and dynamic, empowering reels and videos that instantly captured attention. In addition, we created engaging content about «what to do in City X» and local trivia, succeeding not only in highlighting hotels and restaurants, but also position the city as an irresistible destination. This strategic approach expanded the brand's reach, attracting a much broader audience.

Other services

• Drafting of press releases.
• Design of corporate materials.
• Design of landing pages and specific website sections for events and restaurants.
• Dynamic and real-time reports to analyze the metrics and results of all executed actions.