Small Luxury Hotels Improve Website Performance

In 2001, Alberghi Marketing founder, Mike Lanigan, was appointed to develop the internet marketing opportunity for von Essen hotels, then comprising only five properties. He achieved excellent results as Director, Internet Marketing, whilst having to keep pace with the rapid growth of the collection.

Mike benefits from 35 years direct marketing and internet marketing experience. Years ago, Mike was accredited by the Chartered Institute of Marketing working on several successful marketing projects under the DTI’s Enterprise Scheme. Later, he created the brand and the catalogue for embryonic wood screws (as it then was) mail order company, Screwfix Direct, now a multi-million pound operation. Later still, he created and managed websites for the International Spas Association (ISPA) and Champneys amongst many others.

Alberghi Marketing has now evolved as a proven internet marketing formula for improving website performance,  especially for small, independent, luxury hotels; specialist activity that is complemented by Mike’s infectious enthusiasm which has proved to be such an inspiration to hotel staff.

Mike’s direct marketing expertise is also of benefit to online retailers in improving website performance, generating  more traffic and increasing sales.

Most websites for small independent luxury hotels are designed be people without much knowledge of the hotel industry or without direct marketing experience. The websites consequently might look pretty but they underperform their marketing and sales potential by a very large degree. A hotel’s website has the potential to be the most powerful marketing tool available. It’s capable of generating well over 80% of total revenue, so its worth to you must never be underestimated.

Do you need to improve the performance of your website? Follow the link to a few simple questions to help you decide.

Improved performance means:

a. increased traffic to your website
b. improved conversion of traffic to enquiries
c. improved conversion of enquiries to bookings

These are a few comments received from client hotels during the last five months:

‘We broke our records for breakfast numbers and lunch today and therefore we were not doing afternoon teas’
‘Looking good for another record busting month’ (August 09 being the month)
‘STOP PRESS – July 09 breaks the record’
‘PS – approx 99% occupancy for next 10 days which is encouraging.’
‘We only have 7 rooms left all week!’

Both September and October also exceeded expectations. I worry about the economic climate’s effect on small hotels in the trough months of November, January and February. Touch wood, things are looking good still whilst holding rates, but my attention to client websites’ performance is as acute as ever.

Alberghi Marketing