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The Lowell

The Results

83% Increase in Organic Sessions in 9 months

83% Increase in Organic Sessions in 9 months

49% Increase in Direct Online Bookings

49% Increase in Direct Online Bookings

Over 4 times more revenue from mobile devices

Over 4 times more revenue from mobile devices

30:1 Brand PPC ROI

30:1 Brand PPC ROI

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.

Landmark 5 Star Manhattan hotel, New York

Profile: Landmark 5 Star Manhattan hotel, New York

27 Rooms | 47 Suites

Room Capacity: 27 Rooms | 47 Suites

Design | Strategy | Marketing | PPC

Services: Design | Strategy | Marketing | PPC

Take a closer look...
The buying decisions begin with the impressions made online. Regardless of the revenue from the website specifically, the traffic to the site has increased awareness and contributed to the overall success of the hotel.
Amie Buchanan
Director of Sales & Marketing

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.