Overview
Provenance Hotel Group owns and operates Hotel deLuxe and Hotel Lucia in Portland, Hotel Max in Seattle and Hotel Preston in Nashville. Provenance strives to provide its guests with a unique hotel experience through original artwork and top notch service.
Objective
Anvil Media’s primary objective for Provenance’s five hotel properties were to increase the overall search engine visibility and resulting online revenue through search engine optimization and PPC campaign management.
Challenge
The primary challenge was extreme competitiveness in the travel/tourism industry. Provenance’s hotel properties were continuously competing against industry giants like Expedia, Travelocity and other OTAs (online travel agencies), not to mention the numerous local hotel properties.
Strategy
Anvil’s dual strategy approach to increase revenue for each hotel property came in the form of search engine optimization and pay per click campaigns. Anvil researched and recommended keywords that Provenance should target in order to gain traction within the organic search results. Since the site copy was minimal on each site, Anvil had to strategically place keywords throughout the top page elements. Anvil also utilized PPC campaigns to gain visibility and drive traffic. Utilizing Anvil’s knowledge of PPC, Provenance was consistently seeing high returns on its ad spend, both nationally and locally.
Results
After Anvil’s site optimization recommendations were implemented, and ongoing PPC campaign management began in earnest, the boutique hotel group is seeing a combined ROI of over 2,700%. Individually, each hotel is currently above a 1,000% ROI with one hotel, in a very competitive market, obtaining over a 6,000% ROI.