How do you drive direct hotel bookings in a crowded digital landscape?

The Royal Victoria Hotel

SEO, Social Ads, Email Marketing, Video

Impact

Over the last 12 months, the email bookings have generated over £12,000 in revenue alongside roughly £22,286 on the food and beverage side.

Royal Vic Social post - Seasonal things to do near Llanberis this spring

Background

Nestled at the foot of the Snowdonia Mountain range, The Royal Victoria Hotel has been welcoming guests to the idyllic lakeside village of Llanberis for over one hundred years. Situated in a unique location, it makes the ideal destination for everyone to enjoy the unmissable North Wales attractions.

Aim

The tranquil beauty spot is quite different to the crowded digital landscape in which the hotel competes. So, we’ve been working with the team to enhance their digital presence and increase brand awareness to drive more direct bookings.

Digital marketing strategy

We devised an SEO strategy for the hotel website, focusing on increasing internal links, updating old web pages with low web traffic, producing keyword-researched blog content on a monthly basis and monitoring keywords that the top 10 competitors were ranking for.

To re-engage the existing customer base, we created an email marketing plan, providing copywriting, design and email distribution. We then turned our attention to growing the audience list, including connecting Wi-fi sign-ups to the email database via Zappier. Email content focused on information-sharing, supporting local heritage and culture, customer reviews and offers and promotions. Click through rates are above average, unsubscribes are low and revenue from emails has increased by 40%.

At the same time, we created social ad campaigns with conversion-led landing pages to increase brand awareness, drive more direct bookings and increase wedding enquiries. We used core branding and animation to integrate paid social content, email, and organic social content.

Social post for The Royal Victoria Hotel - Early season destination Clogwyn station - Book now

Video content

In collaboration with Inspired Film and Video, we headed to Snowdonia to film video content that could be used across the hotel’s social media channels. We captured footage to showcase the hotel experience including the rooms, evening meals and breakfast. To show potential customers how close the hotel sits to the Snowdonia Mountain range, we also took some impressive drone footage.

Testimonial

“The results are good. Email marketing alone has achieved a 228% return on investment.”

Ann Owen,
General Manager, The Royal Victoria Hotel Snowdonia

Testimonial

“Our digital marketing execution is having a marked impact. Direct bookings have grown by just over 50% in the last two years. This is set against a high quality competitive set.”

Steve Lee,
General Manager, Focus Hotels Management

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