The Results

94% increase in revenue from special offers channel on the website Feb-May 2017 (year on year)

82% increase in online revenue Jan-May 2017

52% improvement in conversion rate

53% increase in sessions on offers pages | 32% on accommodation pages (month on month)

The Brief

To grow revenue through the hotel’s own website by consulting on best practice for maintaining and improving the website through the AróSuite CMS and implementing a digital marketing programme in 2017.

Profile: 3-star family-friendly hotel overlooking River Shannon in Killaloe, Co. Clare.

Room Capacity: 43 Rooms

Online Turnover: 20% room revenue generated through the website

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We have worked with Aró Digital Strategy since 2010 and 7 years on, we really value our partnership and the service & expertise they provide to us. Through the combined efforts of our team and the Aró team & our investment in their digital marketing package, we have seen our website online bookings grow by over 60% this year. We are very happy with the service & relationship we have with Aró Digital Strategy and would certainly recommend them to others.

Eoin Little

General Manager

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The Approach

The Lakeside Hotel’s responsive website and booking engine launched in mid-2015 and performed consistently, primarily attracting people interested in family breaks and activity breaks on the River Shannon. The recent focus has been on more effectively engaging the user with content on the website that will encourage them to complete a room booking.

The Aró account manager and digital marketing executive worked in tandem to find areas of the website where content could be improved, resulting in an analysis of two key areas: the homepage and special offers. They recommended the addition of written content, including select keywords, on the special offers page to improve its indexation on search engines. Competitive price points were highlighted on both the home page and on each special offer. The legacy of these actions is an almost doubling of revenue through this channel in the four months that followed. A similar tactic was employed on the accommodation page, which resulted in 32% more sessions in a similar timeframe.

A seasonal content calendar was drafted as part of the consultation process. This makes it easier to delegate and manage content in a timely manner, which has positive effects for increasing sessions on the website when properly optimised. The hotel staff now also manage their rates more effectively, to ensure that the best rate is available only on their website, while the website and booking engine content points to key benefits to booking direct. The conversion rate improvement indicates that users are engaging well with the content and are compelled to book.

Now that the website content is driving conversion and will continue to do so, more traffic can be brought to the website. To reclaim some of the traffic going to OTAs, a brand search Pay Per Click (PPC) campaign was commenced in May 2017.

Read More: Create a Content Calendar in 5 Steps

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Lakeside Hotel

The Results

The Brief

The Approach