Mountain View Grand Resort & Spa’s Online Marketing Delivers 28:1 ROI
Vizergy® Digital Travel Marketing’s Web Design Across All Screens Earns HSMAI Adrian Award
Resort & Spa selected Vizergy as their online marketing partner in 2013, with the goal of building a fresh online presence across all screens. The 144 room independent resort, which is located three hours north of Boston in New Hampshire's White Mountains, needed to reinvent their digital presence to maintain an edge over their comp set. Vizergy recommended that the property invest in a new custom website design that showcases the natural beauty of the area and provides travel shoppers an excellent user experience on PC's, tablets and smartphones. As a result, Mountain View Grand realized a major lift in key performance indicators, and Vizergy won a bronze Hospitality Sales & Marketing Association International (HSMAI) Adrian Award.
marketing processes were plagued with inefficiency," said Nick Diego, Director of Marketing for Mountain View Grand Resort & Spa. "Today our new website provides a strong central hub for all marketing campaigns and clearly conveys the story of Mountain View Grand Resort & Spa. As this award shows, our partnership with Vizergy was the single most important marketing decision of 2013."
Vizergy designed a new custom website and took a theme focused approach towardsimproving natural search. Now, thanks to better page themes, website copy, meta descriptions and link building, the property ranks first on Google or Bing for 73 keyword phrases.
Since going live with their new site in early 2013, Mountain View Grand has experiencedcontinued success. Below are performance metrics for first quarter 2014, with lift over first quarter 2013.
- Website Traffic = 132,932 (+4.54%)
- Website Relevancy or Customers Delivered to the Booking Engine (CDBE) +25.73%
- Website Revenue = $589,443 (+$207,370)
- Natural Search Traffic Contribution +31.19%
- Paid Search Traffic Contribution +19.70%
- Referring Site Traffic Contribution +26.06%
- Remarketing Ad Traffic Contribution +2.44%
- Mobile Web Traffic = 21,453 (+16.14%)
- ROI = 28:1
"We take a custom approach to every client, including thoroughly researching theproperty and market, in addition to understanding their goals," said Pam Rothenberg, Vizergy's Director of Client Services. "From there, we develop a strategic online marketing plan with clear objectives, milestones and revenue goals that are tracked in our Hotel Web Management Platform. The bottom line is targeted traffic and direct revenue, and Mountain View Grand has realized a significant lift in both."
The AdrianAwards, now in their 57th year, is the largest and most prestigious travel marketing competition on the globe. This year's contest attracted more than 1,200 entries from around the world, with entries judged by top executives from all sectors of the industry.
About Mountain View Grand Resort & Spa
Mountain View Grand is New Hampshire's only resort or hotel to earn AAA Four DiamondAwards in both Lodging and Dining and is a member of Historic Hotels of America. For information or reservations, call 866-484-3843 or visit www.mountainviewgrand.com.
The Hospitality Sales and Marketing
Vizergy is an award-winning digital travel
Kristen M. Poillon
Director of Corporate Marketing
Phone: (904) 389-1130 x 171