Case Study
Pacific Plaza Hotels

Understanding the complexities of transferring 11 properties to brand-new websites, Joanne knew she needed a supplier that could not only update the look and feel of her sites but provide that necessary proactive and strategic approach to driving direct revenue. With Vizlly, Pacific Plaza Hotels received updated websites at a lower rate than her previous provider—along with a dedicated Success Team to make sure the sites were still performing.

Joanne initially signed up two properties for websites with Vizlly, in two different demographics with differing needs. In onboarding and getting those two sites live, Joanne saw that Leonardo’s solution was a conversation: they could make requests, understand the logic behind each keyword and page, and the result was a website that not only showed off each property, it dramatically increased revenue.

From there, they signed up nine more hotels, all of which received a brand-new Vizlly website and multi-channel marketing solutions. Each hotel’s new site’s tailored SEO strategy included totally new content with higher quality photos and rich media galleries. The sites now highlight ancillary services relevant to each market, with pages targeting local keywords for businesses and attractions that bring travel shoppers to each area.

Pacific Plaza has reduced overhead by eliminating the need to follow up with hotels themselves to get updates for each website. On top of that, the tailored SEO strategies for their properties are bringing in more traffic–which is bringing in more direct revenue.

For 2018, Pacific Plaza was focused on increasing ADR, and to achieve that goal, they needed refreshed independent websites that showcased their hotels and brought in more online shoppers. With Vizlly, they published visually rich room types, which differentiate each accommodation and boost upsell opportunities. Each room type directly links back to their Best Western booking engine, allowing them to increase ADR by an impressive $9 this year.

Pacific Plaza Hotels’ independent website has brought in more organic traffic in 2018, to the tune of a 48% increase in direct revenue across all the hotels they upgraded to the Vizlly websites. From their busy leisure-driven hotels, to hotels that receive almost exclusively business travelers, their hotels in primary, secondary, and tertiary markets have all seen a rise in traffic and revenue. “The model works for everybody,” says Joanne.

Compared to their older sites, the new Vizlly sites have also seen an increase in purchase intent–which means that more engaged traffic is landing on the site and heading to the booking funnel.

The number of reservations booked through the independent sites has increased by 36%. In addition, through the power of their Vizlly SEO strategy, direct revenue grew at a higher percentage than indirect revenue. With an SEO strategy that has helped them rank for new and local search times, they’re passing less in commission to OTAs.

From Joanne’s side, the work of keeping the vanity sites up to date has been offloaded. With Vizlly’s monthly reporting and proactive approach, the management team at each hotel is brought on from the beginning, and kept on top of updates and performance. They now have 11 hotels managed by one Success Team, on a product that’s has reduced the headache of digital marketing for Pacific Plaza Hotels–and shown them more than 17x ROI.