Case Study

How a Luxury Hotel Used Guest Experience Design to Boost Website Bookings

A newly renovated marquee hotel gets a website with Guest Experience design and a marketing makeover, increasing visibility and boosting direct bookings.

How a Luxury Hotel Used Guest Experience Design to Boost Website Bookings
17 to 1 Return on Ad Spend Across all channels (Google PPC, Display, Social Advertising, metasearch
79% PPC Revenue Coming from non-branded paid search terms
55% Booking Engine Entrance The percentage of website visits, from all channels, that click into the booking engine

The Background

Hotel Crescent Court is a luxury hotel in the Uptown area of Dallas, Texas with high-end guest rooms, luxury weddings, meetings and events, multiple restaurants and a private membership club. 

The Challenge

After a major renovation, Hotel Crescent Court needed a new website to match. Their outdated site meant they weren’t generating the online revenue they should be. As with most independent hotels, a vast majority of website visitors left without ever making a reservation.

They needed a new website and a strategy to attract and appeal to a broader customer base.

"We’ve been nothing but pleased with our experience working with O’Rourke. They are incredibly responsive & excellent at following up with open items. We’re delighted to recommend O’Rourke for any digital marketing project." Amy Y. - Marketing Manager

The Solution

Hotel Crescent Court was eager to extend their refurbishing efforts to their website and marketing strategy.

We used our Guest Experience design methodology to provide prospective guests with everything they need to make a purchasing decision directly on the website: room type, availability, and price, all without having to enter the booking engine.

We used distinct imagery and targeted copy to articulate Crescent Court’s offerings to resonate with each audience in a compelling and succinct way. We also executed a variety of digital marketing strategies from SEO, PPC, social advertising, metasearch and more to drive more visibility, traffic and online revenue.

The Guest Experience design approach has completely transformed how Hotel Crescent Court attracts and books customers, dramatically increasing its marketing ROI.

How We Made It Happen

A new Guest Experience design website leveraged the value of their recent renovation along with a companion suite of marketing tools to drive more visitors to Hotel Crescent Court. Learn more about the Guest Experience design solution and other services we provide to independent hotels and resorts. 

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