Case Study Hotel Industry: +100,000€ turnover for 2000€ of Adwords invested

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  • Posted by : Fred Poulet
business hotels
Contents
  1. Context of the hotel concerned
  2. Google Adwords had not really been used for inbound lead generation.
  3. How to prepare an Inbound Marketing Mice strategy in the hospitality industry?
  4. How to set up a ROI (Return On Investment) measure?
  5. A dedicated or semi-dedicated internal resource becomes necessary.
  6. +100 000€ of Reservations! Yes we can !

Yes it is possible! Yes it is a real case!

Optimize 360, SEO agency specialized in the hotel industry, presents here how a hotel managed to achieve 100 000€ of additional turnover thanks to only 2000€ of investment in Google Adwords on Seminar and Meeting bookings.

Case Study Hotel Industry: +100,000€ turnover for 2000€ of Adwords invested

Context of the hotel concerned

It goes without saying, but it goes better by saying it... the hotel concerned, whose name we will not reveal for reasons of confidentiality, obviously has a capacity to accommodate medium and large companies (with all the facilities that go with it).

  • 69 rooms
  • 2 restaurants
  • meeting rooms for plenary and sub-committee meetings
  • Access from train stations and airports at 1/2h - 3/4h
  • The ability to offer TeamBuiding services and outdoor activities in nature

One could therefore not compare city centre hotels with about 20 rooms with the case presented here.

What is new and interesting for this hotel is that until now, the way of communicating and offering its services was limited to (almost) "classic" means.

  • Presence at appropriate trade fairs (with brochures and business cards)
  • Commercial canvassing of companies
  • Référencement dans des agences spécialisées
  • Word of mouth
Hotel referencement

Google Adwords had not really been used for inbound lead generation.

And that's where it's interesting to focus on this textbook case. Google Adwords was of course used as in most hotels for trademark defense purposes against

  • OTAs (Booking, Expedition, etc.)  
  • les Méta Moteurs (Google Hotel Ads, Triadvisor, Kayak, Trivago….) pour un clientèle “FIT” (Free Indepedant Travellers)

And of course sometimes used for local tactical purposes to pick up new customers on "side roads"...

On the other hand, Google Adwords had not really been thoroughly tested and optimized in order to reach a "MICE" clientele (Meetings, Incentives, Conferencing, Exhibitions.).

But given the hotel's receptive capacity, it made complete sense to try to attract them in new ways, which in this case we could call ".Inbound Marketing

Mice

How to prepare an Inbound Marketing Mice strategy in the hospitality industry?

Preparing Google Adwords campaigns can seem like child's play for many Adwords Agencies who know how to set them up technically.

But in order for sponsored ads to be effective, and made precisely in this strategic context, a number of things need to be defined beforehand

whose receptacle the potentially interested Internet user will land on:

  • Clear landing pages explaining the services well
  • Sexy" visuals that make you want to know more
  • A clear listing of all possible services
  • Team Building Activities
  • Quote request form (with capacity, dates, budget...)
  • Incentive to book or request a quote online
  • Modularity and customization possible
  • Representative photos and explanations

In short, a synthesis that can both clearly explain what the company can expect, and a permanent incentive for action (quote / booking).

Don't hesitate to have several landing pages depending on the type of meeting so that the Google Adwords ads are as faithful as possible between the slogan proposed to the Internet user and what he will come across when he arrives on the hotel's website.

So it will probably be interesting to have different landing pages for different themes:

  • Meetings with medium capacities
  • Company seminars with plenary and sub-committees
  • Team Building
  • Event launch
  • Annual Convention
  • and the like

Plus la recherche de l’internaute trouvera un slogan (petite annonce sponsorisée adwords) en phase avec sa recherche sur Google, et plus cette annonce le conduira vers la bonne variante de l’offre, plus on aura de chances de s’approcher vers une demande de devis et de conversion

It is therefore necessary to carefully dissect its various offers and packages in order to carry out its campaigns properly. You can see that this is not a purely technical parameterization of the Adwords campaign, but a great coherence of the whole prospecting chain:

  • Organization of the offer
  • Creation of landing pages for each offer
  • Choice of keywords and appropriate ads (slogans)
  • Realization of the forms of capture of the incoming Leads
  • Implementation of measurement tools for ROI calculation
Hotel seminars

How to set up a ROI (Return On Investment) measure?

The reason we're at this stage is that we're almost at the end...

Of course, technically, Google Adwords allows us to track conversions... notably thanks to

  • telephone call conversion follow-ups
  • follow-up of form filling (with Tag Manager)
  • to quote conversions, which in turn are converted into firm bookings.

Yeah, but here's the thing.

A phone call or a request for quote does not automatically generate the final reservation in this case.

Why?

Because on this type of "complex" services (it is not just a simple room reservation), the potential customer will in 95% of the cases want more details on:

  • micro-services
  • the "beside"
  • menus
  • schedule arrival times with shuttle buses (or independently)
  • management of down payments and payments
  • or even... negotiate an additional rate or discount...
  • payment facilities
  • and the like

In short, a few overlayers of information that will in fact at some point come out of the Internet tracking alone.

A dedicated or semi-dedicated internal resource becomes necessary.

First of all, as you will have understood...

  • to fine-tune and finish packaging the sale.
  • to analyze the real conversion rate of the generated leads (indeed a call or a completed form is not everything)
  • to ask, control and quantify the origins of the calls definitively (with a "how did you find us?").

The monitoring of Internet conversions having indeed the limits mentioned just above.

+100 000€ of Reservations! Yes we can !

 

If all of the above conditions are met, then and only then can we provide you with these actual figures.

 

Because they are notably from this last key person in ability to have been able to calculate precisely with Optimize 360 all the origins of the converted files vs. the initial investment itself very easy to calculate in Google Adwords ... 2000€.

For any information, please do not hesitate to contact our teams, or to ask us for a Free Audit or a Quotation.

On the same subject, Read Also:

HOTELS: + 725K€ OF CA LIVE WEBSITE IN 10 MONTHS THANKS TO SEO

 

Abstract
Case Study Hotel Industry: +100,000€ turnover for 2000€ of Adwords invested
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Case Study Hotel Industry: +100,000€ turnover for 2000€ of Adwords invested
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Case Study Hotel Industry: +100,000€ turnover for 2000€ of Adwords invested How to increase turnover from seminars and meetings in the hotel industry
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