Pembroke Kilkenny Achieves 800% ROI Through AdWords

Friday 23rd March 2018

 

Pembroke Kilkenny is a boutique hotel in the heart of Kilkenny which provides guests with laid back luxury and a connection to the city’s medieval history. With its very own business centre, relaxed bar and restaurant, and a medispa, Pembroke Kilkenny is perfect for corporate, romantic, or group holidays in Ireland.

Journey were tasked with establishing and executing the hotel’s digital marketing strategy through the Navigate programme. The goal was to increase direct revenue through the hotel’s website while reducing reliance on online travel agents (OTAs).

Aims

  • Increase quantity and, more importantly, the quality of unique visitors
  • Maintain traffic into booking engine and increase the number of users entering the booking engine where possible
  • Increase additional revenue generated through the website and from digital marketing efforts, techniques, and tactics
  • Reduce reliance on OTAs

Strategy

We used a series of sophisticated digital marketing techniques and tools to drive an increase in quantity and quality of traffic into a conversion-led website which was built in-house by the Journey team.

From a paid search point of view, 100% impression share for branded terms was a key focus, along with raising the profile of the hotel within the US market.

To work alongside paid text ads, we introduced email marketing and promotional social media campaigns to generate exposure of the hotel and drive bookings domestically and overseas.

Results

  • 800% ROI through Google AdWords alone in the first year of the Navigate programme
  • Increased traffic into the hotel’s booking engine from 20% to 35% in year one
  • Increased revenue by 35% in year one

“We have been collaborating with Journey since 2016. At first, we were only hoping for a great website and Journey had an excellent reputation in this field. This reputation is well deserved, our website performs strongly in terms of user experience, mobile responsiveness, conversion optimisation and revenue generation.  It has been highlighted as a best practice example by national tourism agencies. We now use Navigate and a host of other Journey services, which all deliver great value to our business.

Journey’s customer service is excellent. With a dedicated pod for each client, we find them attentive, well-coordinated, efficient and we trust their expert advice which is always up-to-date with the dynamic digital marketing landscape. They are innovative and always finding better ways to liaise with clients through technology. We are both growing together as businesses and we look forward to a long working relationship.”

Edel Eardley, Pembroke Kilkenny

To find out more about how we can increase your online bookings and revenue, please contact us through our enquiry form or call our office on +44 1242 801849.