Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Senza Hotel’s Marketing Goals
• Senza Hotel wanted a tech-savvy, luxury website, and improved storytelling with a goal to increase overall bookings, and overall revenue.
• Senza Hotel wanted to stand apart from the competition to capture its local customers with improved organic search visibility and revenue.
• Senza Hotel wanted to attract a mobile audience with mobile-first CMS platform technology.
Target Audience
Senza Hotel’s target audience was between the age group 25 to 55, greater % of which were female travelers, tech-savvy, and willing to pay for a luxury experience.
The new website designed by Milestone Inc was targeted for small luxury retreats up to 20 people group leisure, getaway weekend for girls, couples, small luxury weddings, independent travelers, and business travelers.
Milestone Solution to Meet Senza Hotel’s Goals
• Milestone Inc created a luxury website for Senza Hotel.
• Keeping the mobile audience in mind, we strategized a mobile-first design, followed by desktop.
• We added a meetings module to their website with more emphasis on the hotel's spa to attract small retreat groups. To answer search queries of the targeted audience we added the Traveler Insights (FAQ) module on strategic pages- website home, rooms, meeting, events, and spa pages.
• We performed in-depth content research to deliver content on the site focused on user intent (focusing on Napa valley keywords, wine tours, etc.)
• The new website followed HTTPS, Google guidelines for a secure website. Progressive Web App (PWA) was added to send special offers to customers.
• A dedicated COVID-19 update page was created to highlight safety protocols followed by Senza Hotel.
• We designed pages integrated with eCalendar and Milestone Social. This helped Senza Hotel with feeds for events pushed from the website and keeping content fresh.
• We added a video on the homepage, added a complimentary weather widget that Senza Hotel saw as relevant to their business.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Senza Hotel’s overall bookings increased by 175%, from 123 to 338. The 175% increase in bookings led to a 306% increase in overall revenue from $158,131 to $642,640.
This proves the efficiency of Milestone CMS in creating Sanza Hotel's website emphasizing the strengths of Senza Hotel, meetings module to attract more travelers, user-centric content, storytelling, and adding Traveler Insights(FAQs) on strategic pages- website home, rooms, meeting, events, and spa pages.
• Senza Hotel wanted to stand apart from the competition to capture local customers with improved organic search visibility, and revenue.
Senza Hotel saw a 471% increase in local revenue. Revenue increased from $58,313 to $335,620.
(Keeping integrity in numbers, we are comparing all results for the time range Jul-Sep 2019 vs Jul-Sep 2021)
Powering the increased local revenue was a 65% increase in local organic search from 10,834 to 17,914. GMB discovery searches increased by 162% from 66,473 to 174,004. GMB Total searches of Senza Hotel increased by 62% from 172,270 to 287,534. GMB Phone call clicks increased by 52% from 306 to 465.
The data above proves the efficiency in creating the website which captures local intent user intent (Napa Valley keywords, wine tours, etc.). Targeted events page to gain traction and FAQs to answer location-specific questions of target audiences.
• Senza Hotel wanted to attract mobile audience with mobile-first CMS platform technology.
Senza Hotel saw a 47% increase in mobile traffic from 16,094 in 2019 to 23,631 in 2021. 54% of Senza Hotel’s overall traffic is now from mobile devices.
Senza Hotel sees a 35% increase of new users from 24,460 in 2019 to 33,057 in 2021.
The data proves the impact of Milestone Inc in creating a tech-savvy website with mobile-first design, PWA, event feeds powered by integration with eCalendar and Milestone Social
Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Located just a step away from Napa Valley, Senza Hotel strives to give an authentic wine country experience to the customers.
Senza Hotel spent $28,800 for their new website which included onboarding and monthly license fees. The product offering included the luxury website, SSL secured site with PWA technology, eCalendar with Milestone Social integration, the ability to add unlimited landing pages post-website launch, blog integrated with Milestone CMS, and a Meetings module.
Senza Hotel has seen a 306% increase in overall revenue from $158,131 to $642,640, just for the quarter Jul-Sep 2021 vs 2019 providing a great ROI.
Entry Title
Milestone Inc and Senza Hotel: 306% increase in revenue with luxury website creation
Division
Digital Marketing - Web Site