Located directly on the waterfront, with a white sand beach as its backyard, the Best Western Plus Beach Resort Hotel in Fort Myers Beach, Florida has a lot more to offer than most Best Western hotels. But their limited web presence meant that this message wasn’t being effectively communicated to consumers and online bookings were dwindling.
Best Western Plus Beach Resort Hotel came to us with a simple goal: increase direct online bookings and draw business away from OTAs and competitor hotels. The challenge for us became: how can we could increase traffic to the site and then use the site content to showcase the hotel’s incredible assets and value proposition to engage and convert visitors?
With the goal of increasing conversions and better engaging site visitors, we approached the project with the following strategy:
Comparing the first half of 2014 to the same period in 2015, Best Western Plus Beach Resort showed a 242% increase in booking inquiries alongside a 263% increase in unique visitors. In the same period, bounce rate was reduced by 31%.