Profile: Luxury 4 Star Resort near Marbella, Spain, offering self-catering apartments, townhouses and penthouses.
Online Turnover: 49% room revenue is generated on the website.
Services: Website design & Arósuite CMS, business strategy, digital marketing, email marketing, Google PPC Advertising.
To design a website solution that performs well on mobile and desktop devices in multiple languages to capture a wider audience, supported by a digital marketing programme to increase direct bookings through the online channel.
- Direct online revenue increased by 121% in the year following the website launch.
- Revenue from mobile increased by 48%, while revenue from tablet devices increased by 120%.
- Conversion rate increased by 87% in the same period.
- Organic revenue increased by 33%.
- Pay Per Click (PPC) revenue increased by 29% in one year.
- Organic, brand PPC, followed by Google My Business listing were the top three channels contributing to revenue growth in the year after launch.
The fresh website design showcases the superb Spanish coastal location of Colina del Paraíso, its wealth of amenities and the luxurious accommodation options with high quality, enticing imagery. The open booking panel on all pages facilitates easy booking on the website, while the responsive booking engine displays the accommodation and date options clearly on all devices. In four simple steps, the user can book their self-catering apartment without confusion or frustration, which has undeniably contributed to positive revenue results.
A digital marketing programme was initiated following the website’s launch to ensure that positive improvements could be further maximised. The Aró team monitors search engine positions for keywords and makes suggestions for new content that can effectively boost ranking and traffic. This is a recurring exhaustive process, given the highly competitive nature of international markets. New meta data is routinely tested to improve the Click Through Rate (CTR), i.e. the percentage of people who see the search result and click through to the website, which raises incoming traffic. Simultaneously, technical SEO efforts support the performance of the website, ensuring that the user has the best experience in terms of speed and usability. The domain authority is continually maintained, in part by capturing links from good sources that mention Colina del Paraíso and making sure that there is a hyperlink directed to the website. This raises the profile of the property, generates referral traffic and signals to search engines that the website is legitimate and of high quality.
The team noted increased interest from Belgian, French and Dutch audiences and strategies to capture traffic from these countries, both organically and through paid advertising, were implemented. All brand PPC campaigns are frequently optimised for lower spend, resulting in improvements in Return on Investment (ROI). By managing the budget correctly: reducing bidding on local locations that will not result in a booking, analysing which devices the ads perform well on and scheduling the ads to run at times of the day likely to convert, the budget was directed towards more relevant audiences. Such targeting helped cut the Cost Per Click (CPC) by 25% (comparing year on year).
With the digital marketing programme, PPC efforts and the design of the website working harmoniously, Colina del Paraíso’s online progression is set to continue on an upward trend.