Success Story

Staybridge Suites Las Cruces

www.lascruces-hotel.com
Client Since: 2010

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Situational Analysis

Staybridge Suites Las Cruces is a select service, extended stay hotel boasting upscale accommodations and added amenities to make guests feel at home during prolonged stays in Las Cruces, New Mexico. Due to its location and proximity to the White Sands Missile Range, this property is most appealing to government travelers who are seeking accommodations for a period of one-week or longer.

This particular Staybridge property sought help boosting visibility and building new and repeat business, specifically targeting new group customers, like sports teams, associations, family reunions and corporate business travelers in an effort to increase occupancy during weekends and need periods. We worked with the property to analyze and develop the most effective approach and strategy to meet their desired marketing goals.

Approach

Vizergy recommended an independent website and custom mobile site that best reflected the look and feel of Staybridge Las Cruces and provided plenty of flexibility to help the property compete effectively online. We also recommended utilizing both search engine optimization and pay-per-click advertising in order to significantly increase the amount of qualified traffic directed to the independent website.

Results

  • Over 16,260 travel shoppers visited the site in 2011; around 5,500 visitors so far in 2012
  • More than 1,030 visitors to the mobile site in 2011 with 67% directed through natural search
  • Roughly 4,000 customers were delivered to the brand booking engine and over 280 via mobile in 2011
  • PPC delivered nearly 20% of customers to the brand booking engine in 2011, with 19% of booking engine visits attributed to PPC in 2012
  • 8 targeted keywords associated with the independent website appear in first page search results on Google vs. 3 keywords associated with the brand website

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