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Hotel Lloyd 4 stars Milan
The initial situation
How things used to be Hotel Lloyd belongs to the Ambrohotels group which consists of 4 quality hotels located in the center of Milan and caters mainly to a business clientele. The group's sales strategy relied on a large number of companies and on loyal business customers, as well as on agencies and tour operators from different countries. The group's hotels already had an Internet site which had been designed by an agency that had also taken steps to position them on the web, although they had been unable to achieve significant rooms sales this way. This was especially so as far as the leisure clientele that came mostly on weekends mainly through online intermediaries, although at a commission that averaged more than 15%.
Objectives
The Ambrohotels group wanted to highlight the best features of each hotel using an effective online presentation while at the same time develop its own sales channel to increase direct sales from its site. The client wanted to increase its leisure clientele to achieve full occupancy during the weekends.
Working with Nozio
The first project that was designed for Hotel Sant'Ambroeus was given the green light at the beginning of 2005. Its main goal was to revamp the image of the hotel as well as increase sales through the Internet. After that the web was presented in 4 different languages, and had main management tools such as the application of special offers and events plus online booking to dynamically manage its own market rates and interact with the final user with maximum efficiency. In addition, main visibility tools were used such as search engines, tourist directory, link popularity and a promotional campaign in Nozio Travel Network. The hotel was thus able to immediately see a substantial increase of visitors to more than 40% and consequently of the bookings obtained through its own site. Thanks to the concrete results obtained after only a few months the hotel decided to further enhance its sales channel in 8 additional languages to secure new markets, updating the site with the latest visibility tools. At the same time the collaboration with Nozio was also extended to the other hotels of the group: hotel Lloyd, hotel Fiera and hotel Ascot. Naturally, each hotel got a new web project that came with a distinctive and customized graphic layout, a promotional campaign, and the latest visibility resources plus all the proven management tools in order to optimize the ratio of visitors to actual bookings made.
The results
The Ambrohotels group was able to take full advantage of the collaboration with Nozio and to benefit from the services promoting efficient online presence, and also from the rate policy for each hotel allowing for room occupancy and profitability. These actions were able to successfully serve and integrate the leisure and the business clientele.
Conclusions
The projects implemented by Nozio have allowed the hotels of the Ambrohotels group to access a significant number of tourists looking for specific information on the web and by so doing they have been able to reach these clients at the most critical point. It has resulted in very tangible business opportunities and has gone a long way in promoting the group's image by showcasing the strongest points. According to client's evaluation, the close collaboration with Netplan has resulted in the achievement of the proposed goals by significantly and steadily increasing overall sales for the hotel.
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