Case Study
Hotel Indigo Orange Beach – Gulf Shores

The reality of managing a hotel’s online presence is that it requires a lot of work. Regular updates ensure a website stays relevant and competitive with changing travel shopping standards and web best practices. Hotel Indigo Orange Beach – Gulf Shore’s previous website vendor left all that work on the hotel’s plate. They received a brief tutorial, leaving them to handle updates on their own.

Like many hotels, they faced a content overload. They needed a comprehensive and up-to-date website that told their story, showcasing unique features, amenities, and local attractions. And that website needed to get more visitors, both via organic search results and paid search advertising. An effective, high-converting website provides shoppers with detailed information while still looking good. But it can take a lot of effort to maintain without a trusted technology partner.

What’s more, they also needed to manage marketing content on third-party channels. Many hotels have inconsistent, or even inaccurate content on third-party listings. They don’t have the time to manually check them all, find the correct login, and update accordingly. And that’s for sites with easy-to-find extranets: many travel channels require hotels to track down the right email to try and issue a correction.

“We needed a partner who could take all this work off our plate,” says Cori.

Hotel Indigo Orange Beach – Gulf Shores partnered with Leonardo for our website management platform, content auditor, as well as digital marketing services. Leonardo’s comprehensive technology and support, including copywriting, SEO, pay-per-click advertising and website design, streamlined the process – while increasing brand exposure and revenue.

Cori has been in the hotel industry for over 15 years and has seen a lot of change through that time. She’s also been through many hotel website revamps and relaunches.

“Leonardo was 10x better than any other website vendor I’ve worked with,” she says. “Leonardo collaborated with us, using our existing content, took the time to understand our goals, and delivered a result that more than met our expectations. It was a breath of fresh air to hand this work to the experts.”

Working with Hotel Indigo Orange Beach – Gulf Shores, Leonardo:

• Audited and updated information on third-party channels
• Created a strategic website plan
• Wrote and designed a website with all new content
• Launched paid search advertising

VISIT WEBSITE

Cori was impressed that the website was built and launched within 90 days. It was also an easy, collaborative process for her team. The Leonardo website created many brand-new pages that marketed key features that hadn’t been tapped into on the previous site. The new website has a custom SEO strategy to ensure that every single page is built, designed, and written to increase organic traffic.

Their pay-per-click campaign is supercharging that traffic. Pay-per-click, or paid search advertising, puts them at the top of relevant search results. This helps them drive more travel shoppers to a high-converting website, increasing the likelihood they’ll book directly.

To improve their presence on third-party channels, Cori provided their brand standards, and Leonardo’s PropertyVIEW audited channels, identified mistakes and missing info, and then completed the updates on their behalf, including those tough to contact travel channels. With our website, digital marketing services, and content audit, the hotel has a completely refreshed online presence.

“I was amazed at the depth and quality of the work,” says Cori, “The new website showcases the hotel itself, as well as things to do in the area. There’s more information than I expected! Guests can plan their trip from our website. Working with the Leonardo team was so smooth, the transition was seamless, and our data was not only kept, but improved.”

Through digital marketing services, the hotel’s online exposure has greatly expanded and they’re already seeing the results. The new website’s depth of content has increased the average time on page, increasing engagement and revenue.