Stamford Hotels & Resorts are a premium hotel accommodation provider with 7 locations across Australia and New Zealand. Positioned in the 4.5 and 5 star markets, Stamford provides guests with a unique experience and award-winning hotel service.
Stamford Hotels & Resorts had several challenges when their Web & eMarketing Manager, Terence Gore approached the Fastrack team. Their direct bookings were quite low compared to similar hotels operating in their markets. This was particularly due to Stamford Hotel's not investing well in SEO and SEM locally.
Further, their website was not performing to industry standards. This included a poor user experience which resulted in low conversions. With OTAs and meta continuing to increase their search marketing efforts, Stamford Hotels and Resorts required a new digital strategy to boost direct bookings for all their properties.
The new strategy included a local SEM campaign together with a fresh new website (launched at the end of 2020) that was high converting and truly depicted how great each Stamford Hotel property was.
Fastrack developed a search engine marketing strategy that incorporated brand awareness, PPC and remarketing audiences. We also developed custom display ads to increase brand awareness leading to new visitors to the website. Custom remarketing audience lists were created to then retarget those users who visited but did not purchase through the website.
A brand term PPC strategy was also employed to ensure the Stamford brand site would always show in position 1 above OTA’s and to drive more direct bookings.