Branded Hotel - Optimization of the Property Page within the Major Brand of Global Website

Background: As a member of a Major Brand, the Director of Sales & Marketing for this luxury Washington DC property tasked HeBS to provide website optimization. The Director was frustrated at being treated as property page #137 within the website of the Major Brand and not being able to compete with discounters' websites and stand-alone websites of its comp set.

Actions: HeBS proposed a website optimization strategy that allowed the property page of the branded hotel to be overhauled without interfering with the existing global website. HeBS audited the property page and developed the blueprints for website optimization. Actions included:

1. New copy with embedded target keywords for the Home Page and Main Pages, new page titles, meta tags and description tags
2. New copy for corporate audiences, meeting planners, and leisure travelers.
3. New destination-specific content, target keywords and meta tags.
4. New Sub-domain name strategy

Results: Based on the website optimization blueprint, hotel #137 now has its own web presence and is creating a brand in cyberspace. The booking process has been simplified and the user experience improved. After HeBS performed a destination-focused search engine strategy, now the property page appears ahead of many local hotels with stand-alone websites.