A hotel partnership used AllTrips expertise to boost individual property traffic and adapt to each market while utilizing the brand's visibility.
A family-based partnership operates multiple Super 8 hotels in Rocky Mountain communities. Over the years, each property has adapted its interiors, rooms and amenity mix to the unique dynamics of that market, offering the standards and value of the Super 8 brand, yet with the flair of the local atmosphere.
The Hurdles to Overcome
As corporate brands place more guidelines on franchisees, being able to retain the local feel while simultaneously meeting brand requirements, and remain cost-competitive in the budget lodging segment, is a challenge. To optimize profits, owners felt utilizing their own private website would convert the best customers, yet continue offering a direct booking gateway to the corporate system would create the best cost efficiencies. Guest reviews can also be more easily integrated into the booking experience, being given an added social 'boost'.
Direct advertising on AllTrips' online directories was already performing well for local properties, showing that we understood the destination market. AllTrips merely extended its expertise into reaching guests earlier in the search process, helping to better convert the guests through website redesign, and implementing tactics to improve guest reviews for those who stayed. Using a paid-search option, their properties also attracted their share of branded searches against competing OTAs, saving on commissions.
Organic traffic to their websites through past visitors and search referrals continues to grow at faster rates. Visitor bounce rates are declining and rates of conversion (i.e. guests going to the online booking system) continue to improve and grow each season. And each of the Super 8 properties enjoys visibility in Google's top 3 local pack, giving us prime brand visibility.