Hotel d'Angleterre's Organic Traffic Grows by 22%

Profile: Iconic 5 Star luxury hotel in Copenhagen city centre with numerous dining, meeting & wedding venues.

Size: 92 rooms & suites.

Online Turnover: 30% room revenue is generated through the website.

Services: Website design & Arósuite CMS, business strategy, digital marketing.

The Brief

The brief was to design a stylish yet functional, fully responsive website including microsites for the world class Michelin-starred restaurant, Marchal, and top champagne bar, Balthazar. It was also important to showcase the meeting, events and wedding spaces to their full potential. An online strategy to improve organic sessions and SEO, supporting the revenue-generation aspects of the website was also implemented.

The Result

  • 22% increase in organic search traffic in an eight-month period year on year.
  • Google My Business listing contributed to 25% website transactions in the first quarter of 2017.
  • Returning visitors increased by 34% in the first quarter of 2017.
  • Hotel d’Angleterre is consistently in the top 5 Google search results for the highly competitive key-phrase ‘5 star hotels in Copenhagen’ and the only official hotel website in the top 10 results.

The Approach

Hotel d’Angleterre’s story begins in 1755. It has a rich heritage of deluxe service and classic style, which was elegantly incorporated into the hotel’s refurbishment in 2013. In mid-2015, Aró launched a new website design for Hotel d’Angleterre. The strong branding, beautiful imagery and video significantly influenced the design of the website, with a focus on the unique features of the property. Bespoke 3D floorplans were created to engage the customer looking to hire an event space. User experience was a top priority, so the booking panel and navigation is static on every page, providing the user with an easy way to explore and book a room without scrolling through multiple pages for a button.

The partnership between Aró and the team at Hotel d’Angleterre is a strong and proactive one. Monthly conference calls, reports and recommendations ensure that the hotel’s online performance is closely monitored, tested and improved. Competitor analysis, research and industry knowledge informs strategy, recommendations and improvements to the site, including a recent mobile-first initiative to further enhance the mobile experience on the site.

Hotel d’Angleterre engage with a comprehensive digital marketing and SEO package that has resulted in organic traffic growth. In 2016, the Google My Business listing became a focus and new listings were set up for the restaurant and bar. Optimisation resulted in better positions for local searches on Google maps and the new information encouraged visits to the website. The listings are now the second biggest source of transactions on the website, behind other organic Google searches.

Hotel d’Angleterre’s website receives a good Click Through Rate (CTR) from Google Search, which simply means a high ratio of people click on the link directly to the website and not on other search results. A major contributing factor is that Hotel d’Angleterre doesn’t directly offer availability to OTAs, which has numerous positive effects for both SEO and revenue generation. Not only will more people book the hotel directly on their website, but the official website URL will be shared more online. When people share articles or links to the hotel online, there is less chance they will send a link to a OTA’s page about the hotel. These links to the site are one of the factors that strengthen domain authority and ranking.

The site receives a good number of people returning to the website, which is positive for conversion, as returning visitors are more likely to book and stay at the hotel. Out of the overall increase in organic sessions in 2017 to date, it’s encouraging to see an even bigger increase in returning users to the website. This means the website is performing as it should: enticing and engaging the user with visual and interactive elements, written content and showing the hotel to its full potential, which is achieved through close collaboration.

The results were achieved through valued partnership with Independent Hospitality Associates.

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