Success Story
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The Brown Hotel is an elegantly appointed, 293-room independent property situated in historic downtown Louisville, Kentucky. Known for distinctive English Renaissance designs and architectural details, the Brown Hotel offers extensive meeting space, as well as many amenities to fit a diverse range of travelers’ needs. The property is centrally located in close proximity to a prominent university, convention center, and international airport, as well as many historic theaters and landmarks in the downtown area.
Business Needs
The Brown came to Vizergy looking for an Internet marketing partner to enhance their digital marketing efforts. They wanted a website (and mobile site) that spoke directly to their specific travel shoppers and honestly reflected the genuine aura of the historic property. They also sought to increase the site’s traffic, improve search engine rankings, and optimize their Facebook presence to better connect with and reward guests.Approach
We focused on improving the areas outlined by the property. By creating a matching mobile site to complement their custom website, we helped the Brown reach out to potential guests: whether online or on the go. The Brown Hotel has tracked significant traffic through Vizergy's detailed mobile analytics. In order to increase search engine rankings and deliver targeted traffic, strong SEO and PPC strategies were implemented.
Results
- 2011 Total Revenue: $1,013,038 – a 53% increase from 2010
- Website saw a 50% increase in overall visits from 2010 to 2011
- First place ranking on search engines for 41 keywords
- 94 keywords appear in first page (top 10) search results
- From January through August of 2011, the mobile site produced roughly 14,000 visitors - with almost 2,000 delivered to the mobile booking engine
- 56% of mobile visitors were referred from the main Brown site
- 37% of mobile visitors were from natural search
- The Brown’s Facebook page more than doubled the amount of click-throughs to the hotel’s main website
