Case Study | Archipelagos Resort Hotel - Paros
Archipelagos Resort Hotel located in Agia Irini, Paros, was built according to Cycladic architecture on a hill, offering guests the chance to admire the magnificent sunsets of the island while enjoying a wide range of benefits.
THE CHALLENGE
The hotel’s owner, Mr. Constantine Drosos, approached us with the aim to increase bookings as well as brand awareness of Archipelagos Resort Hotel.
The team of Nelios.com was invited to face strong competition due to the area of client’s activity (Tourism), but also because of the island of Paros, a popular Greek destination with highly competitive companies operating in the same area.
In particular, the challenge consists of 3 phases:
- Attract many visitors to the hotel’s site
- Convert visits to reservations
- Enhance the brand awareness of the company
THE STRATEGY
In cooperation with the hotel’s manager, a strategic plan was designed to achieve the goal set.
Main points of the strategy are, firstly, the effective use of Google Adwords and then the exploitation of high-traffic search engines (Google, Yahoo, MSN, and Bing). At the same time, the development of a visual that promotes the corporate identity of a luxury hotel and the usability of navigation and booking process, are important issues for the effectiveness of internet marketing.
THE APPROACH
- Promotion / advertising through Google Adwords using keywords in order to find the appropriate keywords that will convey optimal organic results
- Optimizing the site to Search Engines (SEO) through Google, using keywords, which were selected after the campaigns in Google Adwords
- Design and development of the site, with particular simplicity and high design to promote the hotel’s corporate identity
- Organization and information design for easy access to availability requests
- Implementation of an online system to check availability and make reservations
THE RESULT
The webpage was created in late July 2008 and resulted in the increase of traffic and bookings from the first month of operation.
More specifically, for the first year of website’s operation, the hotel achieved:
- 15% increase in bookings through web requests by telephone and via the website (late July - late August 2008)
For the second year running the site, Mr. Drosos confirmed that there has been:
- 38% increase in online bookings (summer 2009)
