Hotel Management Company (HMC) - Destination Portal Strategy

Background: With 12 hotels in and around our nation's capital, including Maryland and Virginia, some in premier locations, this HMC tasked HeBS to help create a web presence in order to boost online bookings.

Actions: The benefits of such a strategy are:

1. Allows the HMC to leverage the popularity of the destination for the benefit of its cluster of properties within the destination.
2. Allows the HMC to cross-sell its properties within the destination and leverage differences in location and price to appeal to a range of travel planning budgets, tastes, and desires.
3. Reduces the overall marketing cost

HeBS began by identifying purchasing habits and patterns in the particular destinations and ultimately created the blueprints for a Destination Portal Strategy. HeBS performed a range of destination-focused research and content development, including:

1. Identified the 4 destinations with property clusters and developed a comprehensive Destination Portal Strategy.
2. Destination research to identify relevant copy
3. Research to identify relevant target keywords
4. Research to rank the keywords according to their popularity
5. Developed the copy with embedded target keywords
6. Develop the Destination Page/Portal Navigation Map
7. Developed and recommend the navigation, copy, target keywords, meta tags and description tags for the Destination Portal Pages.
8. Performed a destination-focused search engine strategy that includes full registration with 1550 global search engines, priority registration with top ten search engines, subscription to monthly re-submission service, written report and implementation plan

Results: Client now has four destination portal pages within its main consumer website, each with unique sub-domain name and each representing major areas in and around the beltway. These destination portals offer pages for leisure travelers, government and business travelers, convention and meeting planners, and medical and academic community.