The initial situation
Grand Hotel Elite is a prestigious, elegant 4 star hotel located in the historical center of Bologna. its distribution policy revolved around a large number of faithful corporate and business guests, as well as agencies and tour operators from various countries. It had already developed a website through a web agency which had also handled positioning on the web, but it was not able to obtain significant room sales volumes, particularly for leisure type travelers which was concentrated on weekends, and mainly came from online intermediaries at an average commission cost of over 15%.
The aims
Grand Hotel Elite wanted to promote its distinctive features through an effective online presentation which could also develop its own sales channel and increase direct sales through its website. The customer also wanted to increase its share of leisure type guests to increase the hotel's weekend occupancy rate.
The collaboration with Nozio
In mid 2005 it asked Nozio to create an ambitious website developed in the following languages: Italian, English, French, German, Spanish, Portuguese, Chinese, Russian, Japanese and Arabic. The main management tools were also included such as special offers and events as well as online booking to dynamically manage its market rates and dialogue with the end customer with maximum effectiveness. The website was also equipped with the main visibility tools including customized keywords, indexing on search engines and tourism directories, activation of link popularity and a promotional campaign on Nozio Travel Network.
Thanks to the new website it immediately witnessed an increase in visitors, but even more important were the number of reservations made directly. Thus, over the course of the following year it decided to further enhance the website to back its propagation on its markets, using new visibility tools such as differentiated keywords, Ad hoc pages and robust reinforcement of link popularity. It also enriched the website with the most cutting edge tools including a newsletter for an even more effective way of dialoguing with loyal customers and giving them tips.
The results
Grand Hotel Elite brilliantly started its collaboration with Nozio by being able to take advantage of the effective online services as well as the state-of-the-art consultation on the most opportune rate policy to set online which let it optimize its occupancy rate and profitability of its rooms, perfectly integrating business travelers with tourists.
The conclusions
The project created with Nozio has let the hotel meet an impressive number of tourists on the web looking for specific information and and also promote itself in their eyes at the most crucial time. This has allowed it to tangibly grasp new business opportunities and has contributed to renewing its image putting the hotel's strong points in the best possible light. According to the customer's statements its synergy with Nozio was the cornerstone for brilliantly reaching the goals it set, resulting in a sizeable growth in the hotel's total revenues.
