The Challenges
An independent, family-owned boutique inn located in the burgeoning Central Coast of California’s wine country, Adelaide Inn had established a strong reputation with great reviews and many repeat guests. The property sought to increase its overall brand awareness to attract new leisure and business travelers, increase occupancy and RevPar.
The Solutions
The Parker Sanpei team was brought on to develop and execute a campaign focused on digital marketing and advertising on behalf of Adelaide Inn. Beyond the initial work of converting the website onto WordPress, the team put together a robust plan that included keyword and search engine optimization, landing page development, blog writing, email marketing and digital advertising campaigns. The advertising concept and execution was focused on promoting lifestyle while also incorporating the unique features of the region. The team’s diligent monitoring of Adelaide Inn’s website identified a booking engine upgrade that was causing a decrease in the site’s ecommerce conversion rate.Results
The Parker Sanpei worked with the booking engine to effectively resolve the issue and, coupled with implementation of a revenue management system, the Inn saw a 200% increase in online revenue. Additionally, the email marketing campaigns consistently outperformed the travel industry, with open rates averaging nearly 20%. The team also executed digital display ad campaigns that continue to increase in return-on-investment.