Digital Strategy and Revenue Management

How we help you maximize your bottom line

Channel Pricing Analysis

Custom built algorithms to create optimized pricing per channel taking into account OTA commissions

Data driven approach to make sure all ad spend it converting to real bookings.

Leverage OTAs in order to Maximize occupancy without cannibalizing from your direct bookings

Targeted Ads

OTA Optimization

Search Engine

Optimization

Minimize your ad spend by organically ranking for high traffic and high intent Google searches

92% of online experiences begin with a search engine. Of those searches, 89.5% of all Google traffic stays on the first page of results. Ranking highly on Google for important key words is one of the most important things you can be doing to boost your visibility. And the OTAs know it. Booking.com spends millions of dollars every year in order to show up above your hotel's website on Google.

Our SEO service is designed to enhance your online visibility and drive organic traffic to your website. SEO is different from Google ads because with Google ads, you automatically bid in an auction to get seen on each individual google search. With a well designed strategy, we will help you balance paid ads and SEO to maximize your direct bookings and overall ROI.

We have found that many agencies claiming to "do SEO" simply are not delivering what they have promised. This is why we are taking a personal approach where we transparently show you everything we are doing for you so that SEO is not some black box you are throwing money into.

Here’s an overview of the key components of our SEO strategy:

Keyword Ranking: We begin by conducting thorough keyword research to identify the most relevant and high-performing keywords for your business. By optimizing your website content and metadata with these targeted keywords, we aim to improve your search engine rankings. Regular monitoring and adjustment ensure that your site maintains and improves its position on search engine results pages (SERPs).

Organic Content: Creating high-quality, engaging, and SEO-friendly content is central to our strategy. We develop and optimize blog posts, articles, and other forms of content that resonate with your audience and align with search engine algorithms. This organic content not only boosts your rankings but also establishes your brand as an authority in your industry, driving sustained traffic and engagement.

Backlinks: Building a strong backlink profile is crucial for improving your site's authority and search engine ranking. We implement a strategic approach to acquiring high-quality backlinks from reputable websites. Through outreach, guest posting, and relationship building, we secure links that enhance your site’s credibility and visibility.

Site Scrubbing: Site scrubbing involves a comprehensive audit of your website to identify and fix any issues that may hinder its performance. We address broken links, duplicate content, and other on-site errors that can negatively impact user experience and SEO. This meticulous process ensures that your site is clean, efficient, and fully optimized for search engines.

Technicals: Our technical SEO services include optimizing elements such as robots.txt, XML sitemaps, and website architecture. We ensure that search engines can easily crawl and index your site, improving its visibility and ranking. By addressing technical aspects like site speed, mobile-friendliness, and secure connections (HTTPS), we enhance the overall performance and user experience of your website.

By integrating these components into our SEO service, we ensure a comprehensive approach that enhances your online presence, drives organic traffic, and improves search engine rankings.

Rank on the First Page of Google With World Class SEO

Drive Direct Bookings With Customized Online Marketing

Our online marketing service is designed to create and execute a bespoke strategy that aligns with your unique business goals. All of this is designed to maximize direct bookings while minimizing the cost of marketing so each dollar you spend is actually contributing to more profit. Here’s an in-depth look at the different components of our Tailored Marketing Plan:

Data Driven Approach: Our data-driven approach begins with the collection and analysis of data from various sources, such as website analytics, social media insights, and market research. By leveraging advanced analytics tools, we convert raw data into actionable insights that inform our strategy. Predictive modeling allows us to forecast future trends and customer behaviors, ensuring that our marketing efforts are proactive and aligned with market changes.

Demographic Targeting: We segment your audience based on demographic factors like age, gender, income level, location, and interests to ensure precise targeting. By understanding the unique needs and preferences of each segment, we create personalized marketing campaigns that resonate with your target audience. This tailored approach enhances engagement and increases conversion rates, driving better results for your business.

ROI Optimization: Our focus on ROI optimization ensures that every dollar spent on marketing contributes to your business growth. We employ cost-effective strategies, continuous performance tracking, and A/B testing to maximize your return on investment. By making data-driven adjustments in real-time, we optimize your campaigns for efficiency and impact, ensuring you get the best possible results from your marketing budget.

Bidding Strategy: In order to outrank you competitors and online travel agencies, you will need to outbid them. Choosing the correct bidding strategy in order to maximize conversion as well as minimize the cost of marketing is essential and takes time and care. This is another thing that automated products cannot do.

Custom Channel Selection and Analysis: We identify the most effective marketing channels for your business based on your target audience and industry. Each channel is utilized with a customized strategy designed to leverage its unique strengths. Continuous performance analysis allows us to measure success using key metrics and KPIs, ensuring that we optimize each channel’s strategy for better results and higher ROI.

Attribution: Want to know exactly what return you are getting for your money? I challenge you to ask any other agency to provide you with a specific and accurate number. We make sure we can attribute every booking with the advertisement it originated from so that you and MHS can see what is working and what isn't.

Iterative Improvement: Our marketing strategies are continuously refined based on performance data and market trends. This iterative improvement process ensures that your marketing efforts remain effective and up-to-date. By establishing a feedback loop with your team and staying adaptable to changes, we ensure that your marketing plan can quickly pivot to take advantage of new opportunities or address emerging challenges.

Monthly Performance Reports: Every month, we provide detailed performance reports that outline the progress of your marketing campaigns. These comprehensive reports include key metrics, insights, and actionable recommendations. With clear and transparent communication, we highlight successes, identify areas for improvement, and offer strategic recommendations to enhance your marketing efforts and achieve your business goals.

Online Travel Agency (OTA) Optimization

Optimize pricing strategy: We conduct an in depth pricing analysis to identify seasonal trends, competitor analysis, and using Data Science in order to forecast the ROI for difference OTA promotions.

Price Calibration

OTA promotion navigation: OTAs offer dozens of promotions which are all designed to MAKE THEM MORE MONEY. While it's great to use OTAs to maximize occupancy, you don't want them to start stealing potential bookings that would otherwise be direct bookings because the OTAs are cheaper. This happens more often than you'd think. OTAs actually prefer it when this happens because they get the commission so they don't do much to help you avoid this from happening. In addition OTAs make these promotions purposefully confusing so you aren't sure which promos stack on top of each other and which ones don't stack. Instead, we use data to make suggestions about exactly which of these promos will make YOU THE MOST MONEY, suggest which ones to activate, when to activate them, and make sure OTAs are never cheaper than your direct channel.

Demographic Research

Reduce Advertising Waste: We use data analytics to determine your target market. This allows you to plan events, build promotions, more effectively market your business, and maximize the ROI of online ads by specifying exactly who to taget.

Customer Tracking: You will be able to see who is visiting your website, whether they are traveling for business or pleasure, what their interests are, what key words they are using the most.

Ranking Higher on OTAs

Ranking higher on Online Travel Agencies (OTAs) can significantly increase both click-through rate (CTR) and conversion rates (bookings).

Visibility and CTR: Properties listed higher on OTAs receive more visibility, which directly translates into a higher click-through rate. Studies have shown that the top three positions on OTAs can capture up to 60-70% of clicks. The first position alone can attract around 30% of the clicks.

Trust and Credibility: Higher-ranked properties are often perceived as more trustworthy and credible by users. This perception can lead to higher engagement and, ultimately, a higher conversion rate.

Conversion Rates: Higher visibility and trust typically lead to increased booking conversions. Properties ranked in the top positions can experience conversion rates that are 2-3 times higher than those listed further down.

Factors Influencing Ranking: OTAs use various factors to rank properties, including reviews, pricing, availability, and relevance to the user's search criteria. Hotels that optimize these factors can improve their rankings and, consequently, their performance on OTAs.

Case Studies and Reports: Various case studies and industry reports support the significant impact of ranking on OTAs. For instance, a study by Cornell University found that moving from the 20th to the 10th position could increase bookings by up to 10%.

Although OTAs are hurting small hotels, the reality is that OTAs account for almost 65 percent more stays than Direct Bookings. That trend is only growing as shown in the graph below. Hotels need OTAs to fill empty rooms even if it means lower margins. Our priority is to redirect travelers to direct bookings and our unique approach balances this with OTA optimization in order to maximize occupancy.