TravelClick case study: The Cavendish Hotel

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    The Client
    4 Star Deluxe, central London hotel, The Cavendish, was built in the early 1830’s and called Millers Hotel until 1836 when its name changed.

    The Cavendish Jermyn Street belongs to the Ascott Limited group (Ascott).The Background
    The Cavendish, wanted to maximize its direct online bookings and, as a modern business, recognised the need to reach the right audiences in order to do so. There was also a need to do this in an immediate way to convert traffic into sales before losing the consumer.

    The Process
    The Cavendish had worked with TravelClick for a number of years and felt that the progression to work together on the media solutions aspects of Pay-Per-Click Advertising (PPC) and Display Marketing as well as the business intelligence offering, Rate360, was a natural one.

    The average web user visits 22 sites when they are looking to book a hotel, with 97% abandoning their web search without booking. So, getting in front of these potential customers with relevant targeted offers is vital when it comes to securing increased direct bookings. Display Marketing allows for such targeting and brings these potential customers back to the hotel’s site, increasing the chance of them booking direct. Similarly, PPC increases web visibility in a quick, powerful and cost-effective way, directing immediate and relevant web traffic to the website and increasing the conversion rate.

    Kate Ciblik, revenue manager at The Cavendish, explains her experience:
    “I personally have worked with TravelClick for more than five years and we have used its electronic marketing tools for almost three years. We use most of their products and have always had a great relationship with the company. We have always been very satisfied with the results so looking elsewhere for the additional online marketing products was never something we considered.”

    The Outcome
    “We are incredibly happy with the results that the catalogue of products continues to deliver for us.” Ciblik added, “Our return on investment on the PPC and Display Marketing alone has been 30:1. We have been impressed with the flexibility of working with TravelClick on this, we have been able to amend budgets and keywords quickly depending on the results of our campaigns and events.

    “We continue to be impressed by the results. We are currently contracted until the end of the year, but we foresee this continuing.”

    Jan Tissera, President international of the company commented, “The Cavendish hotel has been a valued customer of ours for many years, so we were only too delighted to extend our working relationship to include PPC and Display Marketing. Adding value to a client relationship is something that we pride ourselves on, whether it’s an existing client in need of additional support, or a business that’s dipping its toe into the PPC arena for the first time, we have flexible solutions for every requirement and our results really speak for themselves”.

    Daniel Fountain / 16.03.2014

    Editor, Hotel Designs


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