Home Hotel industry Optimize online content to attract and convert more leisure travelers, leveraging a shift in consumer preferences

Optimize online content to attract and convert more leisure travelers, leveraging a shift in consumer preferences

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Background – While their current branded website offered a unique insight into the resort experience, that wasn’t enough to set this property apart from the competition. Traditional marketing methods have failed to effectively attract customers and, as a result, have not produced the desired results for the hotel.

232 acre plantation on Crystal River Resort

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About Plantation on Crystal River

Plantation on Crystal River is a beautiful 232 acre resort surrounded by the natural springs of Kings Bay. The resort is part of the Ascend Hotel Collection®, a lifestyle division of Choice Hotels®. Recognized as the hospitality industry’s premier sweet brand concept, each of the Ascend Collection hotels is independently owned and operated by its franchise partners, offering unique amenities and experiences with a bit of local flavor. Lifestyle hotels have a unique story to tell and if they can differentiate themselves, they can truly outperform the market.

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While their current branded website offered a unique glimpse into the resort experience, that wasn’t enough to set this property apart from the competition. Traditional marketing methods have failed to effectively attract customers and, as a result, have not produced the desired results for the hotel. Plantation on Crystal River General Manager Michael Mancke recognized the need for a better digital strategy to improve direct sales, both bookings and group lead generation, so he turned to Vizergy® Digital Marketing for its expertise.

To recover from the unexpected drop in travel in 2020 and steadily increase revenue, it was crucial to attract more customers to the website. One of the main areas of opportunity was for Plantation on Crystal River to take advantage of changing consumer preferences for experiences; for this reason, Vizergy has created a new digital strategy focused on the unique features of the hotel and highlighting security protocols to reassure travelers following COVID-19.

The aim of the resort was to attract and convert visitors by enhancing the independent website to highlight its exceptional location along the natural coastline and the experiences available to different types of travelers. Vizergy’s goal was to create a destination site for travelers to plan their stay using the curated list of experiences on offer. Since partnering with Vizergy and implementing the Recommended Strategy, Plantation on Crystal River has expertly optimized and redesigned its independent website, increasing traffic by 45%.

Challenges

The resort found that their main challenge was to organically attract new customers to the website. The demand for hotels has changed dramatically in terms of traveler volume and desired property types, increasing the need for a more cohesive online strategy.

They were also faced with another challenge: Due to current events, the travel industry has experienced another shift where business travel has declined while leisure travel has continuously increased. This rebound in leisure travelers has required a different marketing focus, affecting how the hotel positions itself among the competition (other hotels), Airbnbs and vacation rentals.

What did Vizergy do?

Vizergy started using deep Google data, researching popular keywords and their search volumes, past traffic to the site, and user behavior in the station’s target market. Vizergy also took a close look at competitor data to ensure any positioning deviations were taken into account. The team took stock of the unique strengths and qualities of the hotel that set it apart. For example, the resort sits along the Crystal River with natural springs largely populated by manatees. After assessing the demand for specific hotel features and why people would be going there, the team optimized the content and highlighted the experiences organized around those demands.

The new independent website has leveraged storytelling to create limitless adventure possibilities, further highlighting the resort as a destination with many exciting experiences such as snorkeling and swimming with manatees. Rich video and media focused not only on the hotel, but also on the area and unique attractions nearby.

Thanks to these calculated enrichments, site visitors are now immersed in nature to help them imagine their stay. They are able to imagine a destination, a place to create memories, rather than just a hotel.

What impact has Vizergy had?

  • Plantation on Crystal River has increased its website traffic year-over-year by 45% from all sources and more qualified inbound leads are now pouring into the sales pipeline.
  • Since optimizing content to attract and convert vacationers looking for unique experiences, the number of customers delivered to the reservation system has increased by 38%.
  • Vizergy ultimately improved the hotel’s user experience and made relevant information easier to locate, resulting in a 17% increase in completed requests for proposals (RFPs).
  • The personalized marketing strategy promoted the hotel’s special facilities and services in the right way, which resulted in a 79% increase in the number of calls clicked, allowing hotel staff to personally engage with potential customers and close the sale.

“Vizergy is doing a phenomenal job for us, and we are delighted to partner with them,” said Mancke. “Their expertise and website solutions have helped us increase our revenue by delivering a thoughtful direct sales strategy. “

About Vizergy®

For over 20 years, Vizergy has served the hospitality industry with cutting-edge marketing technologies, knowledgeable talent, and exceptional service for guests around the world. The company deploys complete travel lifecycle marketing solutions, from conversion-optimized website design to award-winning digital marketing programs, booking solutions, media planning and execution. Vizergy’s platform is touted as the # 1 digital sales and marketing system – easy to use, turnkey, and SMART, and continually enhanced with tools to help hotels compete and maximize revenue. At Vizergy, hotel marketing is not only our mission, it is our only objective. For more information, please visit Vizergy.com.

Contact:

Ryan ridge
+ 1-904-389-1130
[email protected]

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© 2021 Hotel News Resource


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