Case Study |Maistrali Apartments
Maistrali Apartments, built in the enchanting location of Tragaki on the beautiful island of Zakynthos, invites you to experience unforgettable moments, enjoying the calmness and relaxation contemplating the blue sea, while combining the island’s social life.
THE CHALLENGE
Maistrali Apartments approached us aiming at greater recognition and increased Internet bookings, only via the hotel’s website.
The team of Nelios.com was invited to face the strong competition due to the client’s area of activity (Tourism), but at the same island because of the island of Zakynthos, which is one of the most secular and rival Greek destinations.
In particular, the challenge is divided into 3 phases:
- Attract many visitors to the hotel’s website
- Convert visits to reservations
- Gradual increase of individual bookings from the website and a decrease in bookings through the third parties
The hotel wants to gather the entire online bookings to its website in order to stop its cooperation with third parties.
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 the use of high-traffic search engines (Google, Yahoo, MSN, and Bing) and the effective use of Google Adwords, the development of a visual that promotes the hotel’s corporate identity, the usability and accessibility of the site and, finally, the accomplishment of online bookings.
THE APPROACH
- Optimizing the site to Search Engines (SEO) through Google, using keywords such as: «Zakynthos apartments» and «Zakynthos hotels»
- Promotion / advertising through Google Adwords with keywords that were selected after research
- Design and development of hotel’s website, focusing on providing all information and increasing reservations
- Designing and organizing the information according to visitors’ needs
- Presentation of services using all alternative presentation tools
- Implement user-friendly online booking system
- Developing the site in three languages
THE RESULT
The website was created in 2008 and resulted in the increase of online bookings.
More specifically, the hotel has achieved:
- 18% increase in online bookings for the first year (2008) and
- next year (2009) the percentage of total bookings generated by the hotel website reached 60%
For 2010, Nelios.com in cooperation with Maistrali developed a strategy having the need to realize sales exclusively from the hotel’s website and not from third-parties. For this purpose, Nelios.com plans to redefine the website according to the new design and operational requirements.
