The Results

Direct online turnover grown from 8% to 12% in 1 year

Revenue goal reached 2 months ahead of time

Over two thirds of the hotel's keywords rank on the first page

19% online revenue generated from special offers

The Brief

The Rock Hotel had been exquisitely refurbished and they needed to match the beautiful interiors with a website redesign that would appeal to luxury travellers and enhance their brand. Conversion and improving the online revenue channel also needed to be a focus, while not infringing on the sleek visual appeal of a quality website.

Profile: Newly refurbished four-star hotel, originally built in 1930s, located on the Rock of Gibraltar.

Room Capacity: 84 rooms

Online Turnover: 12% of room revenue is generated on the website

Services: Design | Business Strategy | Digital Marketing | Email

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We achieved a good return on investment in Aró's SEO with our site ranking on top positions for all the services that our hotel provides. Our new website achieved its goal and beyond.

Charles Danino

General Manager

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The Approach

The designers wished to focus the purchase path of the user to increase bookings online, while still emulating the sophisticated old world sensibilities of The Rock Hotel's decor and glamorous past. The room pages in particular showcase the luxurious interiors and the content on the page is displayed with clear icons that immediately highlight the specific room features. Users are drawn directly to the booking engine from here, given the dominant book now buttons.

Before the new website launch, The Rock Hotel was predominately found through brand searches. A major effort was instigated to improve the hotel's visibility online and to capture visitors that were not previously familiar with the hotel's brand. An extensive process of keyword research, mapping the website content and optimising pages for location specific keywords achieved this aim. The team capitalised on research that uncovered a demand for the hotel's other services, such as weddings and dining facilities, bringing new relevant traffic to the website.

Google My Business listings set up and optimisation also contributed significantly to organic traffic and organic revenue. After detailed investigation, the digital marketing team discovered a problem with location placement on Google Maps. When corrected, the listing began to accumulate Google reviews, which helped grow the hotel's presence in local search (Maps), bolstering brand awareness.

The Rock Hotel's staff also uses the AróSuite Email Marketing System, which is integrated with the website's CMS, and they saw the value in growing a quality database that would respond positively to receiving their newsletters. As part of on-going consultancy services, the account manager advised on and composed many effective and engaging email campaigns. They focused offer-specific, short clear messaging that were appropriately timed using the high-converting AróSuite email templates, resulting in email marketing growing steadily as a major contributing channel to overall revenue generation online.

Read more: 3 Tips for an Effective Email Marketing Campaign

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The Rock Hotel

The Results

The Brief

The Approach