The customer
Company specialized in the rental of vacation properties in Sitges and surroundings.
With more than 10 years of experience in the sector, it offers a wide variety of accommodations for all tastes.
Its portfolio of properties is located in the best areas of Sitges and has high visibility in the OTAs.
They offer exceptional personalized service and customer care to ensure that their guests enjoy an unforgettable vacation.
The challenge
The main challenge was the dependence on OTAs for the distribution of their vacation properties, which leads to high distribution costs due to the commissions paid to these platforms.
This means that the company has to assume a large cost to reach its target audience and remain competitive in the market.
In addition, the low percentage of turnover through the direct channel means that the company is missing a great opportunity to increase its revenues and improve its profit margin.
Another concern was competition, as there are many companies in the market offering similar services.
Therefore, it is essential to keep up to date with the latest trends in the industry in order to offer a high quality service and differentiate yourself from the competition.
In addition, it is also important to take into account the fluctuation of tourism demand, which can significantly affect the company’s revenues.
Therefore, it was crucial to develop a robust and diversified digital marketing strategy to attract customers throughout the year and minimize the impact of fluctuating demand.
In short, a major challenge of maintaining a balance between dependence on OTAs, high distribution costs, competition and fluctuating demand, in order to achieve sustainable and profitable turnover.
The solution
To improve brand image in social networks and paid media, we develop a highly segmented and personalized content and advertising strategy.
We use data analytics tools to understand our audience and ensure that our content and advertising is focused on attracting ideal customers.
In addition, we work on optimizing our social media presence to increase visibility and interaction with our audience.
The 100% reservation-focused website was designed with the user experience in mind, with a simple and intuitive booking process, aiming to offer an exceptional booking experience.
In addition to improving the user experience and the booking process, we also focus on improving the performance and efficiency of our website by implementing SEO and optimization techniques.
This included working on the structure and content of the site to ensure we were meeting search engine quality standards, and using relevant keywords to increase the visibility of the site.
In addition, we worked on optimizing the page load speed, reducing the size of images and files to ensure that the page loaded quickly, which improves both the user experience and performance.
We also developed a backlink strategy to increase the authority and trust of our site, which helped improve our search engine rankings.
In terms of content marketing, we focus on generating valuable content for our clients, using knowledge of the hotel’s location, culture and environment to generate content that could be of interest to them.
In addition, we designed an editorial calendar for social networks and the blog to maintain a constant and relevant presence.
To build customer loyalty, we design loyalty programs through email marketing.
We segment the customer database and create automated chains that keep customers informed throughout the booking process with special offers and exclusive promotions.
In conclusion, by implementing these strategies, we were able to significantly improve the direct channel billing percentage and enhance the customer experience, which translated into an increase in repeat business and customer satisfaction.
Results
- Current direct channel turnover is 40%.
- Repeat customer rate increased to 17%.
- Google My Business score is 4.8 with more than 200 reviews.
- 63% of web traffic now comes through organic search
- Conversion rate increased from 0.5% to 2%.
