SEO, PPC, Content & Social

Hotel La Tour is a modern, 4-star hotel in Birmingham City Centre.

From fine dining and afternoon tea, to conference facilities and weddings, the hotel wanted to attract a variety of visitors, including business travellers, event planners, couples and tourists.

As a relative newcomer in a crowded market, Hotel La Tour was competing against well-established brands like Britannia and Radisson, along with travel sites such as Late Rooms and Booking.com. It was therefore important to grow and establish the Hotel La Tour brand as quickly as possible.

Results

182% increase

We increased Hotel La tour’s organic online room bookings by 182% in the course of 12 months.

128% uplift

Within a year, we witnessed a 128% uplift in Hotel La Tour’s total online room bookings.

71% increase

We increased Hotel La Tour’s conference bookings by 71% within 12 months.

The challenge

The objectives for Hotel La Tour were to:

  • Increase the hotel’s online footprint
  • Drive relevant visitors to the website through a number of digital marketing channels, including organic, paid and social
  • Establish the brand as a luxury hotel in Birmingham, as well as promoting Hotel La Tour’s other facilities
  • Increase number of room bookings
  • Increase the number of conference and event bookings
  • Increase restaurant and afternoon tea bookings

The solution

  • We put an organic marketing strategy in place to increase search engine presence for key areas, including rooms and conferences, and to drive targeted traffic to the Hotel La Tour website
  • We increased revenue through paid search activity, including Pay-Per-Click campaigns for rooms, conferences and afternoon tea, as well as seasonal campaigns around events such as Christmas and Mother’s Day
  • We used paid Facebook ads to reach targeted audiences to grow the Hotel la Tour brand and increase both room bookings and afternoon tea & restaurant reservations
  • We used LinkedIn ads to reach a relevant audience to increase conference and business meeting bookings
  • We provided a comprehensive content marketing strategy to establish the Hotel La Tour brand and drive traffic to the site
  • We formed relationships with relevant Birmingham influencers, including the ‘Birmingham Favourites’ blog, and popular food & drink bloggers
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