Taking on Hotel Industry Behemoths… and Winning

When the first page is composed of multi-billion dollar brands, the only way to the top is through them


August 17, 2016 •
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Princess Royale Hotel: $600,000 in yearly revenue increases from SEO

Before SearchTides After SearchTides
Website Traffic 6,812/mo 14,974/mo
SEO Traffic (Non-branded) 1,146 4,034
Increase in SEO Traffic 252%
Number of Bookings from SEO 45.84 161.36
Revenue from SEO traffic $20,421.72/mo  $71,885.88/mo

Before SearchTides

sem-before

(Source: Semrush.com)

After SearchTides

sem-after

(Source: Semrush.com)

 

The Challenge:

Beautiful Ocean City, Maryland is a popular vacation spot throughout the year. Brand name hotels such as Marriott, Holiday Inn, and Hilton dominate the ocean-facing strip.

The search engine space is even more crowded with players such as Hotels.com, Kayak, Expedia, and Trip Advisor occupying the top spots.

SearchTides was issued a straightforward yet significant challenge: plow directly through the giants present on Google and drive more hotel reservations to the Princess Royale hotel via organic traffic.

Results:

At the beginning of the project, there wasn’t much organic traffic, and what was coming in was coming from the wrong sources (e.g. “ocean city webcams”):

before-seo

The Princess received 6,812 search visitors a month, but only 1,146 of those were searching for non branded terms (e.g. “ocean city md resorts” as opposed to “Princess Hotel Ocean City”).

By month 9, traffic from our SEO campaign increased by 252%. Website traffic more than doubled, and the number of bookings from SEO traffic nearly tripled.

 

Before SearchTides After SearchTides
Website Traffic 6,812/mo 14,974/mo
SEO Traffic (Non-branded) 1,146 4,034
Increase in SEO Traffic 252%
Number of Bookings from SEO 45.84 161.36
Revenue from SEO traffic $20,421.72/mo  $71,885.88/mo


SearchTides was directly responsible for driving an increase in monthly revenue of $51,464.16, representing an annualized increase of $617,569.92.