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How Vizlly Helped Crowne Plaza Princeton Take Control Of the Story Online
Located near the university of the same name, Crowne Plaza Princeton Hotel and Conference Center is a full-service hotel with services and amenities catered to business travelers. The hotel has a wide range of facilities across its lakeside property, including a 400-person amphitheater, two on-site restaurants, a comprehensive fitness facility, and more.
In a competitive market, with multiple full-service properties nearby, the hotel needed an online presence that helped the hotel and its facilities stand out.
When Richard Godfrey joined Crowne Plaza Princeton as Director of Sales a year and a half ago, updating their online presence was a key priority. The hotel had an independent website solution that provided no additional service or support.
Maintaining their website with updates and fresh content was left to the team at the hotel. This meant that not only was it out-of-date and not performing, but the access details had been passed around and lost entirely.
With no main point of contact outside of the hotel managing the website, it was languishing.
Their main source of direct revenue was their page on brand.com. Richard knew that the hotel had enough to sell that it would benefit from a standalone website.
With a revamped vanity website, the hotel could increase their online presence as well as the number of paths guests have to book direct, and ultimately drive up direct web revenue.
Richard purchased Vizlly + SEO services to relaunch their website. Richard and his team could hand over the reins of the site. The design, all writing, and build of the site was completed in a short turnaround time. Their new user-friendly website was live within a month.
In Richard’s words, the transition to Vizlly was “seamless and simple.”
Since launching the website, they have also relied on their Success Manager, Daniel Grant, for ongoing support. Daniel provides regular monthly updates, helps post website updates, and keeps the team at the hotel up to date on technical upkeep.
Web traffic and revenue are both up for the Crowne Plaza Princeton Hotel & Conference Center. Over their first year with an SEO-powered Vizlly website qualified organic traffic has more than doubled, as has their conversion rate. A targeted SEO strategy was essential in drawing in new traffic to their existing domain and pushing them to #1 for key search queries.
This web strategy has increased web revenue by 15% year over year. What’s more, they’ve cut into OTA commissions, as OTA revenue share has decreased by 10%.
Direct revenue has increased, but for Richard and his team, Vizlly’s services are the most important feature. Daniel keeps the hotel on top of the latest digital marketing and SEO trends that may affect their hotel’s web presence. He sends them monthly reports and is available for regularly scheduled business reviews as well as website updates as needed.
All this help managing their website means that the Crowne Plaza Princeton Hotel & Conference Center has an improved online presence, without the headache of website maintenance.