Harbour Plaza Hotels and Resorts

Harbour Plaza Hotels and Resorts is a member of Cheung Kong Property Group. Harbour Plaza Hotels and Resorts is a major player in the Asian hospitality industry by providing a distinctive blend of comfortable elegance, understated luxury and value for money in all of its hotels.

Challenge

For hospitality industry, keep up with the search engine marketing revolution has never been more critical.

Solution

SEO optimization strategy Information Architecture (Site Structure Review, SEO friendly architecture) Speed & Performance (Page Speed & Tools to measure site’s speed) Crawlability (HTML & CSS validation, Link Checker, Canonical tags, Sitemap XML) Content optimisation (content review, optimise meta, heading tags, images & map tags ) Local & Offpage optimization Mobile Compatibiltiy.

PPC campaign was needed in order to increase international traffic to the website and split-test conversions. The procedure undertaken included separating local and international traffic, brand and place-specific hotels, as well as special campaign offers and normal traffic. This allowed full control over budget allocation.

Results

The website received an average of 15,000 clicks per month for the first three months.  We’ve achieved a Click Through Rate (CTR) of 3.5%, which generated a number of new sales. In the campaign’s inaugural month of activity the Cost Per Action (CPA) was reduced by 30%, surpassing the client’s target. February 2010 saw post-click revenue – (generated by both dynamic retargeting and the prospecting campaign) – produce a Return on Investment (ROI) of 300%.

From The Client

“These guys have built such a strong relationship with our organization that we consider them an extension of our IT department. We always know that excellent service is just a phone call or e-mail away and that we will receive the same level of attention they always provide that makes us feel like we're their top priority.”