Case Study

How a Historic Hotel Leveraged New Branding and a Shrewd PPC Strategy to Greatly Improve Bookings

The new owner of Nashville’s historic Union Station hotel needed to upgrade their digital marketing efforts after taking over a stale and dated website. O’Rourke’s efforts delivered solutions that boosted monthly site visits and booking engine users.

How a Historic Hotel Leveraged New Branding and a Shrewd PPC Strategy to Greatly Improve Bookings
13% Increase Average monthly site visits increased from 14,900 to 16,850
33% of Clicks The percentage of Google PPC clicks that entered the booking engine to check rates
30% Increase Website traffic rose 30% with the new website and digital marketing strategies

The Background

The Union Station Hotel Nashville is a historic hotel property in Nashville, Tenn. As part of the Autograph Collection, a sub-brand within Marriott, the hotel attracts leisure and business travelers, meetings, weddings and other events.

The Challenge

After a change of ownership and a refresh of its rooms and decor, Union Station wanted a website and marketing strategy that reflected its new look and attracted a younger demographic. The former train station had a reputation that carried it for a long time but an aging customer base was beginning to erode.

"I had the pleasure of working with O’Rourke on two projects for Union Station Hotel: launching our hotel’s new website and launching our restaurant’s new website. Their team was amazing – they guided through the entire process, then advised on strategies for PPC, SEO, and more – and were quick to respond to any requests." Julie C. - Director of Sales & Marketing

The Solution

As a component of its brick-and-mortar facelift, Union Station hired a branding agency to create an updated style, including new typography, color palette and logo. With those new elements, O’Rourke set to work bringing it all together through the website. 

We built Union Station a custom website showcasing the hotel’s renewal. We also developed, and continue to provide, a number of digital marketing solutions from technical SEO, SEO content creation, PPC and other paid media.

By bringing this historic hotel into the digital age, O’Rourke was able to raise the property’s profile among younger guests by a substantial margin.

How We Made It Happen

We gave the website for a historic hotel a much needed facelift and provided a suite of companion marketing solutions to drive a new crowd of guests to Union Station Nashville. We can do that for you and more. Learn about the solutions and services that we provide to independent hotels and resorts.  

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