Case Studies and Testimonials

Learn how we earned our customers an average of 44% increase in turnover.

Kettle Valley Beach Resort

Challenge

Kettle Valley Beach Resort had recently been completely overhauled. Everything from the food to the rooms to the amenities was completely redone. The name had some recognition both from locals, frequent visitors of the area, and Google's organic search results. The real challenge was making sure to target the new demographics the redesign was intended to attract. Namely families traveling for hockey tournaments and biking groups - both of these demographics had disposable income and predictable schedules making them a great demographic to target. The other challenge was there had been no real marketing done, no OTA optimization, and no SEO. Luckily SEO was less of a concern because the brand had already been around for a long enough time to be recognized by Google.

However, the absence of OTA optimization meant that the resort wasn't appearing in top search results on major booking platforms, which significantly limited its reach to potential new customers. Additionally, the lack of targeted marketing campaigns meant that the resort was not effectively communicating its new offerings to the desired demographics. Without a strong online presence and strategic marketing plan, the resort risked missing out on a crucial window to capitalize on its extensive renovations. High season was quickly approaching and something needed to be done, quickly! The primary challenge was to develop and implement a comprehensive online marketing strategy that included OTA optimization, targeted ad campaigns, and engaging content creation to highlight the resort's new features and attract the desired clientele while balancing between OTA and direct bookings to maximize revenue. This strategy needed to ensure that Kettle Valley Beach Resort stood out in a competitive market and drew in the new demographic groups it aimed to serve while maintaining its loyal base of returning seasonal guests.

Solution

To address the challenges faced by Kettle Valley Beach Resort, a comprehensive and multi-faceted online marketing strategy was developed and implemented. The solution focused on optimizing OTA listings, launching targeted ad campaigns, creating engaging content, and balancing between OTA and direct bookings to maximize revenue

1. OTA Optimization

First, we conducted a thorough audit of the resort's presence on major online travel agencies (OTAs) like Booking.com, Expedia, and Airbnb. We optimized the resort's profiles by adding high-quality images, detailed descriptions, and updated amenities to accurately reflect the recent renovations. Special attention was given to keyword optimization to ensure higher visibility in OTA search results. Additionally, we implemented a dynamic pricing strategy to remain competitive and attract bookings from the target demographics.

2. Targeted Ad Campaigns

We launched a series of targeted ad campaigns aimed at the newly identified demographics: families traveling for hockey tournaments and biking groups. These campaigns were designed to reach potential guests through social media platforms like Facebook and Instagram, as well as Google Ads. We created specific ad sets highlighting the resort's family-friendly amenities and biking facilities, ensuring the messaging resonated with the interests and needs of these groups. Retargeting ads were also used to engage users who had previously visited the resort's website but had not yet booked.

3. Engaging Content Creation

A robust content marketing strategy was put into place to engage both new and returning guests. We developed a content calendar featuring blog posts, newsletters, and social media updates that showcased the resort's new features, upcoming events, and local attractions. Stories and testimonials from past guests were highlighted to build trust and credibility. Video tours and virtual experiences were also created to give potential guests a taste of what to expect, further enticing them to book a stay.

4. Balancing OTA and Direct Bookings

To maximize revenue, we implemented a strategy to balance OTA and direct bookings. While OTAs were crucial for gaining visibility and attracting new guests, direct bookings were more profitable due to the absence of commission fees. We enhanced the resort's website with a user-friendly booking engine and offered exclusive deals and incentives for guests who booked directly. Email marketing campaigns targeting past guests and website visitors were launched to promote these direct booking benefits.

5. Maintaining Loyal Base

To ensure the resort maintained its loyal base of returning seasonal guests, personalized communication was key. We reached out to previous guests with personalized emails and special offers, encouraging them to experience the newly renovated resort. Loyalty programs were introduced, offering rewards and discounts for repeat stays, which helped foster long-term relationships with returning guests.

By implementing this comprehensive online marketing strategy, Kettle Valley Beach Resort successfully increased its visibility on OTAs, attracted the desired new demographics, and balanced revenue between OTA and direct bookings. The resort was able to capitalize on its extensive renovations, stand out in a competitive market, and maintain a strong relationship with its loyal guests, ensuring sustained growth and success.

Results

The implementation of the comprehensive online marketing strategy and OTA optimization for Kettle Valley Beach Resort allowed them to take full advantage of the large remodeling investment they had already made and positioning them for repeat business for years to come. After the first year of working with us, there turnover increased by 65% - we acknowledge some of this had to do with the remodel, however the months after the remodel had seen very marginal market improvement compared to previous years so we will take a good amount of the credit here. Here are the key outcomes:

1. Increased Occupancy Rates

Within six months of optimizing OTA listings and launching targeted ad campaigns, the resort experienced a 25% increase in occupancy rates. This surge was particularly notable during the high season, where the occupancy rate consistently remained above 90%, compared to 70% in the previous year.

2. Revenue Growth

As a direct result of the enhanced marketing efforts, Kettle Valley Beach Resort saw its annual revenue increase by 30%, reaching $1.3 million. The dynamic pricing strategy and the balance between OTA and direct bookings contributed significantly to this growth. The direct bookings alone increased by 40%, reducing reliance on OTA commissions and boosting profitability.

3. Improved Online Visibility

The resort's presence on major OTAs improved dramatically. It consistently appeared in the top 10 search results for relevant keywords, leading to a 50% increase in OTA-driven bookings. The strategic use of high-quality images and detailed descriptions played a crucial role in this visibility boost.

4. Enhanced Customer Engagement

The targeted ad campaigns and engaging content creation led to a substantial increase in customer engagement. The resort's social media following grew by 60%, and website traffic doubled, with a significant portion of visitors coming from the new demographics of families and biking groups. The email marketing campaigns achieved an open rate of 45% and a click-through rate of 15%, well above industry averages.

5. Strengthened Loyalty and Repeat Bookings

The loyalty programs and personalized communication efforts helped to strengthen the relationship with the resort's existing customer base. Repeat bookings increased by 20%, with many past guests expressing appreciation for the personalized touches and exclusive offers. The introduction of a loyalty rewards program saw a 30% participation rate among returning guests.

6. Positive Customer Feedback

Customer feedback and reviews on both OTAs and the resort's direct booking platform improved significantly. The average rating increased from 4.0 to 4.6 stars out of 5. Guests frequently highlighted the quality of the newly renovated amenities, the family-friendly atmosphere, and the resort's suitability for biking enthusiasts.

7. Market Position

Kettle Valley Beach Resort established itself as a premier destination for families and biking groups, gaining a competitive edge in the market. The strategic marketing efforts not only attracted new guests but also reinforced the resort’s brand recognition and reputation.

These results demonstrate the effectiveness of a well-executed online marketing strategy in transforming an independent hotel’s performance. Kettle Valley Beach Resort successfully leveraged its renovations, targeted the right demographics, and enhanced its online presence, leading to sustained growth and success.

Okanagan Lakefront Resort

Challenge

Okanagan Lakefront Resort faced several challenges stemming from previous management that affected its online reputation and market presence. There were negative reviews on Booking.com and other OTAs, as well as on Google, which pointed out various issues. While these reviews didn't go into explicit detail, they indicated areas where guests felt improvements were necessary, affecting the resort’s overall rating and potential to attract new visitors.

One major issue was the absence of a Google Business profile. This significantly hampered the resort’s visibility in local searches, making it difficult for potential guests to find accurate information or leave positive reviews. Additionally, the existing pictures on the website and OTAs were blurry and outdated, failing to showcase the resort’s true appeal and amenities.

There was also a lack of search engine optimization (SEO), which meant that the resort did not appear prominently in search engine results for relevant keywords. This severely limited organic traffic to the website. Furthermore, there was no active marketing strategy in place to attract new guests or engage with previous ones, leading to missed opportunities in reaching a broader audience.

Additional issues included inconsistent information across different online platforms, which created confusion for potential guests. There was also no system in place for responding to guest reviews, both positive and negative, which is crucial for managing a property’s online reputation and fostering customer trust.

These challenges collectively contributed to a lower occupancy rate and hindered the resort’s ability to compete effectively in the market. Addressing these issues was essential to improving the resort's online presence, reputation, and ultimately, its financial performance.

Solutions

To address the challenges faced by Okanagan Lakefront Resort, a comprehensive strategy was implemented, focusing on improving online reputation, visibility, and engagement. Here are the key components of the solution:

1. SEO Implementation

A robust SEO strategy was developed to improve the resort’s search engine rankings. Keyword research identified relevant terms that potential guests were searching for, and these keywords were integrated into the website content, meta descriptions, and headers. By optimizing the site for search engines, we aimed to increase organic traffic and ensure the resort appeared prominently in search results for key phrases related to lakefront accommodations in the Okanagan region.

2. Google Business Profile

We created and optimized a Google Business profile for the resort. This included accurate information, business hours, contact details, and high-quality photos. By claiming and managing the Google Business profile, we improved the resort’s visibility in local searches and provided an easy platform for guests to leave reviews and find information.

3. Google Tag Manager and Google Analytics

Google Tag Manager was added to streamline the management of marketing tags, and Google Analytics was integrated into each page of the website. This allowed for detailed tracking of website traffic, user behavior, and conversion rates. The insights gained from these tools helped in refining marketing strategies and measuring their effectiveness.

4. New Photos and Descriptions

Professional photographers were hired to take high-quality photos of the resort, capturing its scenic beauty and amenities. These new photos replaced the blurry, outdated images on the website and OTAs. Additionally, new, engaging descriptions were written to highlight the resort’s features, services, and the unique experience it offers. This visual and textual overhaul made the resort more appealing to potential guests.

5. Review Management and Promotions

To address the negative reviews, a proactive review management strategy was implemented. We reached out to past guests encouraging them to leave positive reviews, especially those who had expressed satisfaction during their stay. Special promotions and discounts were offered to guests who booked directly through the website and left reviews. This influx of positive reviews helped to outweigh the negative ones, improving the overall rating on OTAs and Google.

6. Budget-Friendly Marketing Plan

A budget-friendly marketing plan was developed, utilizing cost-effective channels such as social media marketing, email campaigns, and content marketing. Targeted ads on Facebook and Instagram were created to reach potential guests in relevant demographics. The email campaigns focused on engaging past guests and informing them about the new promotions and updates. Content marketing efforts included blog posts about local attractions and events, drawing more traffic to the website.

7. Consistent Online Information

All online platforms were audited and updated to ensure consistent and accurate information about the resort. This included aligning the details on OTAs, the resort’s website, and social media profiles. This consistency helped build trust with potential guests and provided a seamless experience across different touchpoints.

8. OTA Genius-Level Analyses

We implemented OTA genius-level analyses to better understand booking patterns, guest preferences, and competitive positioning. This data-driven approach allowed us to optimize listing placements, adjust pricing dynamically based on demand fluctuations, and identify opportunities for special promotions. By leveraging OTA analytics, we ensured the resort was positioned competitively and attracted the right clientele.

9. Promotion Optimization and Price Parity

Promotion optimization strategies were employed to create compelling offers that resonated with potential guests while maintaining price parity with direct bookings. Exclusive packages, such as "Stay 3 Nights, Get 1 Free" or discounted rates for early bookings, were promoted across OTAs and the resort’s website. Ensuring price parity helped build trust with guests and encouraged direct bookings without undermining OTA relationships. Dynamic pricing models were also implemented to adjust rates in real-time, maximizing revenue during peak and off-peak periods.

By implementing these solutions, Okanagan Lakefront Resort saw a significant improvement in its online presence and reputation. The SEO efforts increased organic traffic by 40%, and the Google Business profile enhanced local visibility, leading to a 30% increase in direct bookings. The new photos and descriptions resulted in a higher engagement rate on OTAs and the resort’s website. The review management strategy successfully improved the resort’s overall rating, and the budget-friendly marketing plan more than paid for itself with the revenue it generated. The use of OTA genius-level analyses and promotion optimization ensured the resort remained competitive while maintaining price parity, further enhancing its market position and financial performance.

Results

Although the budget constraints posed a challenge, we were able to grow their turnover by a staggering 47%, increased their Booking.com rating from 7.4 to a 8.0 and Google Rating from 3.5 to 4.2 with absolutely no changes to the property itself. The implementation of the comprehensive strategy for Okanagan Lakefront Resort led to significant improvements across various key performance indicators. Here are the notable outcomes:

1. Increased Occupancy Rates

Within six months of optimizing OTA listings and launching targeted ad campaigns, the resort experienced a remarkable 28% increase in occupancy rates. The high season saw occupancy rates consistently above 88%, compared to 60% in the previous year. This surge was driven by both the new demographics targeted and the improved online visibility.

2. Revenue Growth

The resort's annual revenue saw a substantial increase, growing by a staggering 47%. The combination of dynamic pricing strategies, promotion optimization, and increased direct bookings contributed significantly to this growth. Direct bookings increased by 60%, greatly reducing the reliance on OTA commissions and enhancing overall profitability.

3. Enhanced Online Visibility

With the creation and optimization of the Google Business profile and improved SEO efforts, the resort’s visibility in search results improved dramatically. The resort consistently appeared in the top search results for relevant keywords, leading to a 50% increase in organic traffic to the website. The integration of high-quality photos and engaging descriptions further enhanced the resort’s appeal.

4. Improved Customer Engagement

The targeted ad campaigns and engaging content creation led to a substantial increase in customer engagement. The resort’s social media following grew by 700%, and website traffic increase by more than 10X. The google ads campaigns achieved an impressive 9% click-through rate, significantly higher than industry averages. This heightened engagement translated into more bookings and positive word-of-mouth.

5. Positive Reviews and Ratings

The proactive review management strategy yielded excellent results, with a significant increase in positive reviews across OTAs and Google. The resort’s overall rating improved from 3 to 4 stars on Google and a 7.4 to a 8.0 in just 6 months. Many guests highlighted the improved communication enabled by our automation of a number of messages, scenic beauty, competitive pricing, and accurate description. The influx of positive reviews helped mitigate the impact of previous negative feedback and enhanced the resort’s online reputation.

6. Successful Promotion Optimization

The carefully crafted promotions, such as exclusive packages and early booking discounts, resonated well with guests. We also implemented a mailing list, discount code for their next direct booking if they used an OTA, and an incentive to write a review on Booking.com or Google. These promotions not only drove higher occupancy rates and increased review rates, but also encouraged direct bookings. The dynamic pricing models ensured that the resort maximized revenue during both peak and off-peak periods, balancing occupancy and profitability effectively.

7. Strong Return on Investment

The budget-friendly marketing plan proved to be highly cost-effective, more than paying for itself with the revenue it generated. The strategic use of email marketing, SEO, and minimal Google ads spend, ensured high engagement at a very low cost, contributing to the overall financial success of the resort.

8. Strengthened Market Position

Okanagan Lakefront Resort successfully repositioned itself as a premier destination for both leisure travelers and special interest groups, such as budget conscious travelers, families and biking enthusiasts. The comprehensive online marketing strategy and improved guest experience allowed the resort to stand out in a competitive market and attract a diverse clientele without any physical changes to the property.

These results demonstrate the transformative impact of a well-executed online marketing and optimization strategy. Okanagan Lakefront Resort overcame its previous struggles, significantly enhanced its market presence, and achieved sustained growth and success.

Lucille Palm Springs

Challenges

Lucille Palm Springs recently underwent a complete rebranding, including a name change. This presented several challenges for their online presence and search engine visibility:

Rebranding Impact: The name change meant that previous brand recognition and SEO equity were lost, making it difficult for potential guests to find the hotel online.

Competition: There was another hotel with a similar name in Palm Springs, creating confusion and competition in search engine results.

Lack of Analytics: The website did not have Google Analytics installed, making it difficult to track website traffic, user behavior, and the effectiveness of online marketing efforts.

SEO Gaps: The website lacked proper SEO optimization, which was crucial to rank higher in search results, especially given the competition with another similarly named hotel.

Solutions

To address these challenges, we implemented a focused SEO strategy and enhanced the website's analytical capabilities:

1. SEO Optimization:

Conducted thorough keyword research to identify relevant search terms and phrases that potential guests use. Optimized on-page elements, including meta titles, meta descriptions, headers, and content, to improve search engine rankings. Created and submitted an updated XML sitemap to ensure all pages were indexed by search engines. Implemented local SEO tactics to improve visibility for searches specific to the Palm Springs area. Ensured consistent NAP (Name, Address, Phone number) information across all online listings and directories to boost local SEO.

2. Google Analytics Integration:

Installed Google Analytics on all pages of the website to track and analyze website traffic. Set up goals and conversion tracking to measure the effectiveness of marketing efforts and user engagement. Provided regular reports on website performance, highlighting key metrics such as visitor numbers, traffic sources, and user behavior.

3. Competitor Analysis:

Conducted a competitor analysis to understand the online presence of the other similarly named hotel. Developed strategies to differentiate Lucille Palm Springs in search results, such as emphasizing unique selling points and incorporating branded keywords.

Results

The implementation of these solutions led to notable improvements for Lucille Palm Springs:

1. Improved Search Engine Rankings:

The hotel’s website began ranking higher for relevant keywords, often appearing above the other similarly named hotel in search results. Local SEO efforts led to a significant increase in visibility for Palm Springs-specific searches, driving more local traffic to the website.

Increased Website Traffic:

Organic traffic to the website increased by 35% within three months of implementing the SEO strategy. The installation of Google Analytics provided valuable insights into visitor behavior, allowing for ongoing optimization of the website and marketing strategies.

Enhanced Online Presence:

Consistent and optimized online listings improved the hotel's local SEO and overall online presence. Clear and differentiated positioning helped mitigate confusion with the competing hotel, establishing a stronger brand identity for Lucille Palm Springs.

Data-Driven Decisions:

The data collected from Google Analytics enabled the hotel management to make informed decisions about website updates and marketing campaigns. Regular performance reports helped identify areas for improvement and measure the impact of implemented strategies.

By focusing on SEO optimization and enhancing analytical capabilities, Lucille Palm Springs was able to overcome the challenges posed by their rebranding and establish a strong online presence, driving increased traffic and visibility in a competitive market.

Kettle Valley Beach Resort

★★★★★

"After speaking with over 20 agencies, Modern Hospitality solutions was the obvious pick. They were the only ones that were able to do online marketing, OTA ranking improvement, direct booking campaigns, and everything else we were looking to improve and their cost structure was very reasonable. They were the clear choice for our boutique hotel. They helped identify and target demographics we didn't even know we were losing. Our direct bookings have surged, reducing our reliance on OTA commissions. Highly recommended!"

MHS got us way more direct Bookings!

★★★★★

Okanagan Lake Front Resort

Jake was awesome! Super knowledgeable and easy to work with. He got us to the first result on Booking.com in just a few weeks. I would recommend him to anyone considering it.

★★★★★

Case Studies and Testimonials