V e r k e e r
Case Study

Frasers Hospitality

Frasers Hospitality is part of the Frasers Property Group - a global hospitality operator who offer luxury serviced hotel residencies across Europe, Africa, the Middle East, Asia and Australia. Frasers Hospitality also own the Hotel du Vin and the Malmaison hotel chain.

We were appointed by Frasers Hospitality to drive high-quality traffic to their website for locations in Europe and the Middle East by increasing rankings for key search terms relevant to each location. The main objectives were to optimise the website and deliver traffic that would increase bookings via organic search.

Partnership

Our first step when optimising the website was to ensure it could be crawled and ranked by search engines, especially in multi-lingual markets (comprising 7 different languages). We also undertook the relevant work required to make sure the site was optimised for users looking to make a booking in as few clicks as possible, by optimising the user journey and website experience.

From there, we rolled out a comprehensive SEO strategy that would ensure the site ranked above identified competitors for target keywords in each country.

An essential part of our strategy was to provide regular industry analysis within each city where a Frasers property operated, so we were aware of upcoming major events that could attract potential new customers. For example, if there was a major concert taking place in Berlin, we would provide relevant information and content months in advance to ensure the website ranked for related hospitality search terms in the run up to the big event. This localised industry analysis was a key factor of the strategy, and helped us deliver an increase in high-converting traffic to the website. 

Our Impact

Not only has our strategy delivered excellent results, but we work in conjunction with the Director of Sales and Marketing as an extension of their digital team. We take the burden of admin work away from their team by carrying out tasks such as analysis and research for existing and new properties, as well as designing digital collateral and keeping our finger on the pulse within the travel and tourism industry.

Results

  • Several Million Pounds in revenue delivered through Organic Traffic and counting
  • 48% Increase in Organic Transactions in 2019 across all properties managed
  • 36% Increase in Organic Revenue in 2019 across all properties managed

Work

  • SEO
  • Strategy

Our team have been working with Google since 1999. In that time we’ve encountered 200 major algorithm updates and kept our clients ranking high every time.