Hospitality | Hotel | Tourist
Located in San Michele, just 10-minute drive from the center of Verona, the Hotel Gardenia is excellently connected to the trade fair and to the Verona "Catullo" airport. The hotel has 56 rooms furnished in a functional way and equipped with every comfort. Hotel Gardenia consists of 2 connected buildings and offers a room for meetings and business meetings, free private parking, and air-conditioned rooms. The strong point of the structure is the familiar and welcoming atmosphere, which makes the Hotel Gardenia the ideal partner for commercial and tourist activities in Verona.
Hotel Gardenia needed to create an online presence that would lead to being found by potential customers interested in a stay in Verona. Through several meetings, we have decided to achieve this goal through a web marketing strategy for hotels. We have proposed several tools and channels:
- Creation and constant updating of the website.
- Better positioning of the site on search engines.
- Creation and management of the Facebook page.
- Manage a Facebook campaign.
The solution: web marketing for hotels
Site and blog
To reach potential customers, the first step was to create a website that presented the structure and all its offers. The website had to represent the elegance of the Gardenia Hotel and of Verona, adopting the color of the logo - dark purple - and using a linear and clean font.
We decided, together with the customer, which items to include in the menu, to also define the macro areas to which users would have access once they reached the site. In addition, we have constantly updated the client throughout the process. We have also included a blog on the site, on which to publish weekly articles about the events in Verona. In this way it is possible to intercept interested users on the web, and at the same time keep the website active.
To decide the topics to be covered, we agreed to do a search and send a monthly editorial plan for review to and by the client, so that they can request for any modifications, and eventually approve it. We write the articles once the editorial plan has been approved.
If the articles are approved, we schedule them on the established date using a special tool, also scheduling the resharing tool on the Facebook page.
As part of web marketing for hotels, we have also decided to create the Facebook page of the Hotel Gardenia, to give users an extra channel to become discovered. On the page we have included all the useful information about the hotel, including the link to the site and a series of images.
HubSpot as a Content Management System for hotel web marketing
To ensure that the hotel can be found by future customers, we have migrated the site to a CMS, i.e., Content Management System, which performs more and updates according to the customer's wishes and the brand image.
This CMS is HubSpot, and we decided to use it for contact management. HubSpot allows you to automatically collect contacts arriving from the site form, creating customized lists in which to divide them.
Last step: the management of social campaigns
After creating the website, optimizing it from an SEO perspective and creating the Facebook page, it was also decided to create a monthly social media campaign. The client established a monthly budget and left it to us to create targeted campaigns on the Facebook platform.
The result of the web marketing strategy for hotels
Thanks to our web marketing strategy for hotels, with the management of various communication channels, the customer has increased lead generation and bookings directly on the site, without the need to rely on intermediary tour operators. Thanks to the blog and Facebook campaigns, the traffic on the site is always very high, resulting in a high number of bookings.
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