Luxe Hotel, located in the heart of Los Angeles, faced growing competition from Online Travel Agencies (OTAs) like Booking.com and Expedia, which led to high commission fees for each booking. While the hotel enjoyed a steady flow of guests, a large portion of its bookings were coming through these third-party platforms, which restricted profitability and control over customer relationships. Luxe Hotel's primary objectives were clear: increase direct bookings through its website, improve brand awareness, and reduce dependency on OTAs.
To help Luxe Hotel meet these challenges, Morales Marketing developed a comprehensive, multi-faceted digital marketing strategy that focused on driving high-quality traffic to the hotel’s website, enhancing its online reputation, and strengthening its brand presence through social media.
Search Engine Optimization (SEO)
Our first step was to improve Luxe Hotel’s visibility in search engine results through a tailored SEO strategy. We conducted a thorough audit of the website, optimizing key pages with high-intent keywords such as "luxury hotel Los Angeles," "best hotels near LA attractions," and "book hotel in Los Angeles." By focusing on local SEO, we optimized Luxe Hotel’s Google My Business profile and ensured the site appeared in local pack results. Additionally, we revamped the hotel’s blog with SEO-optimized content covering travel trends, local attractions, and tips for a luxurious stay in Los Angeles.
As a result, organic traffic to the site increased by 30%, and key search terms like "luxury hotel in Los Angeles" ranked in the top 3 on Google. The hotel's local visibility also improved, helping it to stand out among competitors in the highly competitive Los Angeles market.
Paid Advertising (Google Ads, Social Media Ads)
To drive immediate direct bookings, we launched targeted paid advertising campaigns across Google Ads and social media platforms like Facebook and Instagram. These campaigns featured compelling offers such as "Book Direct & Save 10%" and targeted high-intent travelers searching for luxury hotels in Los Angeles. By using retargeting ads, we re-engaged users who had visited the website but hadn’t completed their bookings, offering them tailored discounts and promotions to encourage direct reservations.
The results were impressive: direct bookings increased by 35% in just three months, and our Google and social ads achieved a 5:1 return on ad spend (ROAS). Conversion rates for paid traffic grew by 20%, thanks to optimized landing pages and strategic messaging that resonated with potential guests.
Social Media Marketing
To build brand awareness and engage potential customers, we focused heavily on social media marketing. We developed a content strategy that showcased Luxe Hotel’s unique offerings, including stunning photos of the property, local experiences, and guest testimonials. By encouraging user-generated content (UGC) with the hashtag #StayAtLuxe, we built a strong sense of community among past guests. Additionally, we partnered with local influencers and travel bloggers to expand Luxe Hotel's reach and credibility within the luxury travel space.
This approach led to a 40% increase in social media engagement, with Instagram followers rising by 25%. Influencers with a combined reach of over 500,000 followers shared content about the hotel, resulting in a 15% increase in website traffic.
Email Marketing & CRM Strategy
We enhanced Luxe Hotel’s customer retention strategy with segmented, personalized email campaigns. By segmenting the email list based on customer behavior—such as past stays, abandoned bookings, and newsletter sign-ups—we delivered targeted offers like “Book your next stay and save 20%” and exclusive deals for returning guests. We also implemented automated booking reminders to re-engage users who hadn’t completed their reservation.
The impact was significant: email open rates reached 32%, well above the industry average of 20%, and the hotel saw a 15% increase in repeat bookings thanks to the newly launched "Luxe Rewards" loyalty program, which incentivized guests to return for future stays.
Online Reputation Management (ORM)
Managing Luxe Hotel’s online reputation was a key focus throughout the campaign. We implemented a review acquisition strategy to encourage satisfied guests to leave reviews on platforms like Google, TripAdvisor, and Yelp. We also ensured that all reviews—both positive and negative—were addressed in a timely and professional manner.
By actively managing reviews and incentivizing feedback, Luxe Hotel’s average Google rating improved from 4.2 to 4.6 stars. This boost in online reputation contributed to a 10% increase in direct bookings, as positive reviews played a significant role in building trust with prospective guests.
Content Marketing & Blog Strategy
To further increase organic traffic, we developed a content marketing strategy focused on providing value to potential guests. This included writing SEO-optimized blog posts covering topics like local attractions, LA travel tips, and luxury hotel experiences. We also created video content showcasing the hotel and nearby attractions, which was shared across social media and embedded on the website. Additionally, we offered downloadable guides—such as “The Ultimate Guide to Visiting Los Angeles”—to capture leads and grow Luxe Hotel’s email list.
This approach resulted in a 45% increase in organic traffic over six months, as well as a 30% increase in email list sign-ups due to content upgrades.
Through this multi-channel digital marketing strategy, Luxe Hotel saw remarkable improvements across all key performance indicators. Direct bookings increased by 25%, and the hotel achieved a 30% growth in organic traffic. Social media engagement surged by 40%, while paid advertising campaigns delivered a 5:1 return on investment. The hotel also reduced its reliance on OTAs, keeping more revenue in-house and building stronger, long-term relationships with guests.
Overall, Luxe Hotel’s digital transformation helped position the property for continued growth in a competitive marketplace, providing the hotel with a clear path to increase its direct bookings and brand presence in the Los Angeles hospitality scene.
Luxe Hotel – Boosting Direct Bookings & Brand Awareness
