MTD provided a suite of websites for Four Pillars Hotels that provided a sophisticated web presence in a competitive market and enabled them to create offer related content in an instant. This allows them to react quickly when they want to promote an offer online. Because the site is built in a way that is search engine friendly, it is easy to create pages that are found by search engines, hence they attract high levels of relevant traffic, which in turn leads to more sales.

Background

Four Pillars Hotels wanted a website that would reflect their brand and drive sales. They have a broad and diverse offering for both the leisure and the business market, so we needed to distinguish between these and ensure that the sites were easy to use and the content easy to find by the relevant customer segment.

Solution

MTD proposed a sophisticated yet easy to use content managed solution, which enables the client to amend, add and even share content between sites, saving them time and money. Key search terms were researched and the site optimised to increase relevant traffic. A data capture element was included, as was the ability to quickly convert offer pages into emails that can be broadcast to their customers. Google Analytics was integrated to measure the performance of the site. A tactical pay-per-click adwords campaign was used to boost New Year’s Eve bookings.

Results

Since the new suite of websites was launched, the value of online sales has increased by more than 30% against sales from the same period of the previous year and Four Pillars welcome 120,000+ unique visitors to the site every month. They rank Google page 1 for competitive keyword phrases such as ‘Oxford hotels’, ‘Oxfordshire hotels’ and ‘Cotswolds hotels’. Customer data is collected automatically, enabling Four Pillars to expand their database. Our online marketing solution has created a platform for increased efficiency, targeting and revenue generation. The New Year Breaks pay-per-click campaign yielded a conversion rate of 18%.