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Mountain
View Grand Resort & Spa’s Online Marketing Delivers 28:1 ROI
|
Vizergy®
Digital Travel Marketing’s Web Design Across
All
Screens Earns HSMAI Adrian Award
|
Jacksonville,
FL – June 2014 / Newsmaker Alert / Mountain
View Grand Resort & Spa selected Vizergy
as their online marketing partner in 2013, with the goal of building a
fresh online presence across all screens. The 144 room independent resort,
which is located three hours north of Boston in New Hampshire’s White Mountains,
needed to reinvent their digital presence to maintain an edge over their
comp set. Vizergy recommended that the property invest in a new custom
website design that showcases the natural beauty of the area and provides
travel shoppers an excellent user experience on PC’s, tablets and smartphones.
As a result, Mountain View Grand realized a major lift in key performance
indicators, and Vizergy won a bronze Hospitality Sales & Marketing
Association International (HSMAI) Adrian Award.
“Prior to working with Vizergy,
our online presence lacked focus and our digital marketing processes were
plagued with inefficiency,” said Nick Diego, Director of Marketing for
Mountain View Grand Resort & Spa. “Today our new website provides a
strong central hub for all marketing campaigns and clearly conveys the
story of Mountain View Grand Resort & Spa. As this award shows, our
partnership with Vizergy was the single most important marketing decision
of 2013.”
Vizergy designed a new custom
website and took a theme focused approach towards improving natural search.
Now, thanks to better page themes, website copy, meta descriptions and
link building, the property ranks first on Google or Bing for 73 keyword
phrases.
Since going live with their
new site in early 2013, Mountain View Grand has experienced continued success.
Below are performance metrics for first quarter 2014, with lift over first
quarter 2013.
-
Website Traffic = 132,932 (+4.54%)
-
Website Relevancy or Customers
Delivered to the Booking Engine (CDBE) +25.73%
-
Website Revenue = $589,443 (+$207,370)
-
Natural Search Traffic Contribution
+31.19%
-
Paid Search Traffic Contribution
+19.70%
-
Referring Site Traffic Contribution
+26.06%
-
Remarketing Ad Traffic Contribution
+2.44%
-
Mobile Web Traffic = 21,453
(+16.14%)
-
ROI = 28:1
“We take a custom approach to
every client, including thoroughly researching the property and market,
in addition to understanding their goals,” said Pam Rothenberg, Vizergy’s
Director of Client Services. “From there, we develop a strategic online
marketing plan with clear objectives, milestones and revenue goals that
are tracked in our Hotel Web Management Platform. The bottom line is targeted
traffic and direct revenue, and Mountain View Grand has realized a significant
lift in both.”
The Adrian
Awards, now in their 57th year, is the largest and most prestigious
travel marketing competition on the globe. This year’s contest attracted
more than 1,200 entries from around the world, with entries judged by top
executives from all sectors of the industry.
About Mountain View Grand
Resort & Spa
Mountain View Grand is New
Hampshire’s only resort or hotel to earn AAA Four Diamond Awards in both
Lodging and Dining and is a member of Historic Hotels of America. For information
or reservations, call 866-484-3843 or visit www.mountainviewgrand.com.
About HSMAI
The Hospitality Sales and
Marketing Association International (HSMAI) is committed to growing business
for hotels and their partners, and is the industry’s leading advocate for
intelligent, sustainable hotel revenue growth. The association provides
hotel professionals and their partners with tools, insights, and expertise
to fuel sales, inspire marketing, and optimize revenue through programs
such as HSMAI’s MEET, Adrian
Awards, and Revenue
Optimization Conference. HSMAI is an individual membership organization
comprising more than 7,000 members worldwide, with 40 chapters in the Americas
Region. Connect with HSMAI at www.hsmai.org,
www.facebook.com/hsmai,
www.twitter.com/hsmai
and www.youtube.com/hsmai1.
About Vizergy®
Vizergy is an award-winning
digital travel marketing company that empowers hoteliers to know more,
do more and achieve more–with the ultimate goal of delivering maximum online
revenue. The company uses data-driven decisions to provide strategic guidance
in the evolving world of online marketing. Online marketing services include
search engine optimization, pay-per-click and display advertising, local
marketing, website and mobile website design and development, reservation
software and advanced analytics. Since 1998, Vizergy has propelled thousands
of branded and independent hotels, resorts and hotel management companies
to success.
For more information on Vizergy
and its services, please visit Vizergy.com,
call William Bellis at 904-389-1130 Ext. 171 or email william.b@vizergy.com.
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