The Hospitality Sales & Marketing Association International (HSMAI) has recognized Vizergy – Digital Travel Marketing with a gold Adrian Award for digital marketing excellence for its work on the Brown Hotel. Vizergy recommended that the Brown invest in a new custom website design to achieve higher rankings on major search engines, increase website traffic and deliver a higher percentage of relevant and ready-to-book guests. Since going live with their new site in June of 2013, the Brown Hotel has already seen significant year-over-year increase in revenue and direct website visits.
“We’ve been continually impressed with the innovative ideas and dynamic execution from the team at Vizergy on BrownHotel.com. We’ve heard numerous rave reviews from guests who chose our hotel because our website was so elegantly presented and easy to use. Though our historic hotel is now 90 years old, we find that staying current on digital marketing trends, with the help of Vizergy, has kept us thriving,” said Brad Walker, Vice President and General Manager.
The Brown Hotel came to Vizergy in 2010 to enhance their digital marketingefforts. They sought to increase website traffic, improve search engine rankings, and optimize their Facebook presence to better connect with and reward guests. Vizergy focused on improving the areas outlined by the property through some minor changes to their website, creating a mobile site to reach on-the-go travelers (Vizergy portfolio shows that 15% of website visitors use mobiles devices), and implementing aggressive and seasonal natural and paid search strategies. These improvements resulted in a 50 percent increase in revenue in the first year, 94 keywords appearing in the first-page search results, and the Brown’s Facebook page more than doubling the amount of click-throughs to the hotel’s main website.
Below is a sample of the Brown Hotel’s online marketing data from 2013 that supports how Vizergy's data-driven marketing strategies, namely the new website and mobile site, have continued to produce positive year-over-year results:
- 2013 ROI = 31:1
- Over 350,000 visits to the website in 2013, an almost eight percent increase over 2012
- Almost 60% of website visits attributed to SEO and PPC advertising
- 12% of total traffic is on mobile devices, visiting the mobile friendly version of the site
- 10% increase in revenue YOY, since launch of new site
“We want to do everything we can to equip hoteliers with the knowledge and tools they need to engage travel shoppers, gain market share, and boost property direct bookings,” said Joe Hyman, Vizergy President & CEO. “It starts with their websites. It’s not only about aesthetic appeal, but also the ability for our Client Marketing Services team and clients to take data from our proprietary Hotel Web Management Platform and turn it into actionable insights to improve ROI. Our partnership with the Brown epitomizes that.”
The Adrian Awards, now in its 57th year, is the largest and most prestigious travel marketing competition on the globe. This year’s contest attracted more than 1,200 entries from around the world, with entries judged by top executives from all sectors of the industry. On Feb. 24, 2014, HSMAI will pay tribute to Vizergy during the annual HSMAI Adrian Awards Gala at the New York Marriott Marquis a black-tie affair attended by more than 1,000 hospitality, travel and tourism marketing executives.. Following the gala, all winning entries will be accessible in the Adrian Awards Winners Gallery at www.adrianawards.com.
The Brown Hotel
The Brown Hotel, located at Fourth and Broadway, has been a Louisville tradition since 1923. It is home to the AAA Four Diamond English Grill and the casual venue J. Graham’s Café, where guests can try the legendary sandwich called the “Hot Brown.” The Brown Hotel holds a AAA Four Diamond rating, is a member of Preferred Hotels and Resorts and Historic Hotels of America and was recently named one of the world’s top 500 hotels by Travel + Leisure Magazine. For more information on this luxury hotel, visit www.brownhotel.com or call (502) 583-1234. Follow the Brown Hotel on Facebook and Twitter.
The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners, and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as HSMAI’s MEET, Adrian Awards, and Revenue Optimization Conference. HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at www.hsmai.org, www.facebook.com/hsmai, www.twitter.com/hsmai andwww.youtube.com/hsmai1.
Vizergy is an award-winning digital travel marketing company that empowers hoteliers to know more, do more and achieve more–with the ultimate goal of delivering maximum online revenue. The company uses data-driven decisions to provide strategic guidance in the evolving world of online marketing. Online marketing services include search engine optimization, pay-per-click and display advertising, local marketing, website and mobile website design and development, reservation software and advanced analytics. Since 1998, Vizergy has propelled thousands of branded and independent hotels, resorts and hotel management companies to success.
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