Marriott SEO Optimization Program Case Study

BACKGROUND

Hospitality management is a complicated and multi-faceted job. You create a more welcoming and comfortable environment for guests. You build a better workplace. And you help create and sustain long-term value for owners and investors.

One thing that doesn’t have to be complicated: SEO across your managed properties. While search engine optimization is a multi-faceted and often complex balanced of factors – keywords, meta descriptions, page titles, and others – it is unequivocally one of the best investments for your properties: strong SEO gets more eyes on your hotel websites, in turn netting more bookings at your properties.

O’Rourke was tasked to address on-page SEO for a renowned hospitality management company whose management portfolio includes several major brands, including TownePlace Suites, SpringHill Suites, Residence Inn, Fairfield Inn and Courtyard. We completed keyword research, and then optimized onsite SEO, including title tags, meta descriptions and copy, for 16 of the company’s managed properties.

 

RESULTS

After improving various elements of on-page SEO during Q1, each of the management company’s 16 optimized hotels saw immediate improvements to their organic search traffic and natural search revenues, as well as to total room nights and total revenues. By Q3, the results were clear.

On average, the company’s managed properties witnessed:

  • A 14% increase in Natural Search Visits (year over year)
  • A 2% increase in Natural Search Revenue (year over year)
  • An 11% increase in Total Revenue (year over year)
  • An 8% increase in Total Room Nights (year over year)

 

BOTTOM LINE

Hospitality management is a big enough job; don’t let weak SEO make it any harder. Your managed hotels must rank well in the search engines – and outrank the competition – so potential guests can find and book your properties.

Our on-page search engine optimization for Marriott.com identifies immediate areas for improvement, including better and more targeted keywords for your market: the words and phrases guests search, when they’re looking for hotels like yours. Improve various on-page elements, like title tags and hotel web site copy, and you will see an immediate and marked increase in organic traffic, bookings and revenues.

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