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The Lowell Hotel Increases Direct Online Bookings By 49%

Profile: 5 Star Manhattan Hotel, New York
Size: 74 Rooms

The Brief

To deliver a website that reflects the elegant luxury of The Lowell’s rooms and private apartments in the heart of Manhattan and deliver a comprehensive strategy to build their brand online through Search Engine Optimisation and Pay-Per-Click advertising.

The Results

  • 83% Increase in Organic Sessions in 9 months following launch.
  • 49% Increase in Direct Online Bookings.
  • 45% Improvement in Google Page Speed.
  • Over 4 times more revenue generated on mobile devices.
  • 30:1 Brand PPC ROI.

The Approach

The design team took inspiration from The Lowell’s beautifully curated neutral interiors, letting a crisp layout speak to the quiet sophistication of the hotel. Each room type highlights a floor plan and outlines the special features of each type in a compact, easy to navigate design. The improved layout on mobile engages users with better call-to-actions and a more defined path to purchase.

Keyword ranking has improved, given extensive on-page SEO tactics, meta tag optimisation and internal linking. The Lowell hotel’s visibility has increased elsewhere online with a focus on local citation building and optimising Google My Business profiles for both hotel and ancillary food and beverage businesses. The hotel appears in Google’s 3 pack, which appears below paid results for highly competitive keyphrases, such as ‘luxury accommodation nyc’.

A major focus was also given to Google Adwords pay-per-click campaigns. Highly optimised campaigns that target branded keywords push The Lowell’s own website above the OTA’s paid results and delivered a 30:1 Return on Investment in the first seven months. Additional display campaigns spread awareness of the dining options.

With focus on beautiful design, user experience and a comprehensive digital marketing strategy, The Lowell’s online presence has been strengthened through a close partnership with Aró.