Using Online Resources to Gain Exposure and Capture Market Share
Charlestowne Hotels acknowledges how vital online distribution and exposure is to generating revenue and capturing market share. An emphasis on a sophisticated eCommerce strategy is apparent in the countless online initiatives which include online distribution, website design, search engine optimization (SEO), search engine marketing (SEM), email advertising and social media.
Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
On a daily basis, Charlestowne’s eCommcerce analysts monitor and research updates that are being implemented within large search engine sites. This fanatical approach quickly identifies changes in the search engine’s algorithm and allows for strategic planning and execution in order to minimize the impact the updates may have on the hotel’s direct website traffic and/or bookings.
In order to capitalize on the increased number of visitors to search engine websites, Charlestowne relies on search engine marketing as an effective way to gain exposure and promote the hotel’s seasonal opportunities.
Frequently Used Search Engine Marketing Campaigns
- Google Adwords
- Bing Ads
- Pay-per-click text advertising
- Display banner advertising
- Retargeting banner campaigns
- Mobile display advertising
- TripAdvisor business listings, pay-per-click and banner advertising
- Targeted eblast campaigns by segmentation
- Social media campaigns through Facebook, Instagram, Twitter and Pinterest
Charlestowne’s eCommerce team uses an integrated sales and marketing approach to maximize the effectiveness of the hotel’s proprietary website and drive higher conversion rates. The conceptual design comprises cutting-edge technology and rich content which allows for optimal functionality and higher conversion rates.
Charlestowne Hotels possesses a deep understanding of the Global Distribution System (GDS) and how to effectively manage rates and inventory that is being funneled and distributed to thousands of websites throughout the world. Each of these sites offers the opportunity for a hotel to be discovered and capture new clientele. Research has indicated that conversions through these sites are primarily based upon positioning and the creation of value through various quality listings. A detailed audit is performed regularly to guarantee that the information reflected is accurately displayed and up-to-date. This is an essential task to ensure that the property is being sold and marketed in the way that is desired. The information that is audited and submitted includes rate sequencing, detailed descriptions of the hotel, rich content, and precise location points.
Third party Internet sites are also an essential tool used to gain exposure and capture revenue. Charlestowne Hotels has established valuable relationships with each of the largest third party Internet providers, which delivers hotels within the Charlestowne portfolio immediate credibility, resulting in higher online rankings and positioning.
eNewsletter and Social Media Marketing
Managing a virtual community that is driven by genuine communication and meaningful interaction is a key component to establishing guest loyalty. Ongoing discussions and brainstorming sessions are held between the marketing and revenue managers to create influential promotions and content, which is used in dedicated monthly eNewsletters and throughout social platforms including Facebook, Twitter, Google+, Instagram and Pinterest.