Distribution and Digital Marketing Solutions From the Pros at TRAVELNET SOLUTIONS
- Location Destination Market
- Type Waterpark Resort
- Units 600+
- Products PPC, SEO, Display Remarketing, Consulting, Conversion Optimization, Cart Abandonment
- Online Booking Increase $1.67 Million
How this Waterpark Resort has lifted revenue year over year while saving money in management and service fees.
This Waterpark Resort has been on ResortsandLodges.com since 2005. In 2016 after 11 years, VP of Sales, Tim Schutts contacted their Marketing Director about the new Digital Marketing Solutions offered by TNS.
This Waterpark Resort was seeing declining revenue and needed a change. Some of the issues that they were facing were:
- Declining lodging occupancy
- Decrease in average rate
- Increasing customer acquisition cost
- Increase in OTA reliance
- Increase in flash sale reliance
The Marketing Director at the resort saw the opportunity that TNS offered to solve many of their problems and after multiple calls and consulting with her team they decided to jump on board.
After reviewing their needs with Tim, they decided to implement a full funnel strategy with TNS. The solutions that this property implemented were:
- Platinum Listing on ResortsandLodges.com
- Pay Per Click (PPC)
- Search Engine Optimization (SEO)
- Display & Retargeting
- Cart Abandonment
- Conversion Optimization
Platinum Listing on ResortsandLodges.com
With 7.6 million visitors per year, ResortandLodges.com is the #1 site for unique lodging. A platinum listing has allowed this waterpark resort to move to the top of their region’s page on ResortsandLodges.com. With ResortsandLodges.com being optimized for hundreds of thousands of keywords on search engine results pages (SERPs), travelers are just a few clicks away from finding their property.
Any traveler searching for keywords optimized by ResortsandLodges.com on Google will see ResortsandLodges.com within the first few search results. With this Waterpark Resort being the top result on their regional page, they have received a ton of traffic to their website from their listing with ResortsandLodges.com, giving travelers a greater ability to book direct. In 2017, they received over 10,000 new website visits originating from their ResortsandLodges.com business listing.
Search Engine Optimization (SEO)
Although this resort has had tremendous success with travelers finding them through their ResortsandLodges.com listing, they still had room to grow. By improving their presence on search engines through on-site SEO, they are able to expand their reach to allow travelers to not only find their website through the ResortsandLodges.com business listing, but find their website directly on search engines as well.
With the implementation of SEO tactics from TNS, the resort saw an increase of almost 6% in organic search traffic and an increase of more than 40% in organic search revenue. Overall the SEO campaign was a success and the Waterpark Resort continues to see the benefits.
For this resort the TNS Digital Marketing Team implemented both top of the funnel and bottom of the funnel campaigns. It is clear that the bottom of the funnel branded campaign was a success. They spent $59,000 and won over $570,000 in revenue on the campaign.
What is harder to track is the effectiveness of the top of the funnel, general lodging campaign. At first glance it looks to be a complete failure. The resort spent over $230,000 on this campaign and only saw $141,000 in revenue for a loss of $89,000. Although this looks bad, the campaign only cost $1.42 per click which is low for the region. The travelers that are searching for these keywords are at the top of the funnel and not yet ready to make a purchase. Although it is tough to track ROI on this campaign, the website views bring additional recognition to the resort. Many of these travelers will recognize the resort and make a purchase in the near future.
Display & Retargeting
Once a traveler has left the website without making a booking it doesn’t mean that they are done marketing to them. With Display & Retargeting, travelers that have visited this resort’s webpage and leave are retargeted with display ads on social media feeds and other web pages. This allows the resort to continue to make impressions and keep the resort on the minds of the top of the funnel travelers that didn’t book the first time they found the resort website as well as those at the bottom of the funnel that are just about ready to book. The display and retargeting efforts brought 12,379 users back to their website for a total of 20,337 sessions.
Display & Retargeting isn’t the only way that this resort is able to make impressions after the traveler has left the site. By having a pop up on their web page asking for website visitors to receive offers and join their mailing list they are able to increase their reach. This allows the resort to receive customer information and send them information, packages and deals directly to travelers. This not only draws new travelers but can help get past guests to return to their resort as well.
The Conversion Optimization campaign saw over 15,000 new email subscribers. The increase in email subscribers has allowed the resort to retarget travelers and helped them bring in $186,823 from email marketing up from $87,920 the previous year.
The TNS Cart Abandonment Software has allowed this resort to reach customers at the end of the buyer’s journey. If a traveler has filled out information and actually made it to the booking engine, and then abandons, the cart abandonment software will retarget them. Once the cart is abandoned, travelers receive 3 emails trying to get them to finish their purchase.
Over 1 year this resort saw 3,930 abandoned carts and a conversion rate of 8.24%. With that they have had 324 recovered orders bringing in over $176,000 in recovered revenue from their cart abandonment software.
All-In-One Digital Marketing Management and Revenue Solutions
Google Paid Search
Analytics & Reporting
Display & Remarketing
By bundling from multiple vendors to a 1 vendor solution and implementing digital marketing strategies and execution from TNS, this Waterpark Resort has seen a lift in revenue year over year while saving money in management and service fees. Overall this waterpark resort has seen:
- Increase in lodging occupancy
- Increase in average daily rate
- Decrease in customer acquisition cost
- Decrease in OTA reliance
- Decrease in flash sale reliance