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Increasing non-brand traffic by 175% year-on-year.

Kempinski · Case Study

client
specialisms

then

Having demonstrated success with its paid search accounts, Kempinski chose Epiphany to drive a global advertising strategy, integrated through both paid and natural search channels.

Founded in 1897, Kempinski Hotels is Europe's oldest luxury hotel group. It has a range of 80 five-star hotels in 30 countries and continues to add new properties in Europe, the Middle East, Africa and Asia. Kempinski's customers are wealthy, discerning and global in their outlook. This segment of the travel market demanded an intelligent, customer-centric and data-driven approach to search.

The account is very complex as it involves optimising for a number of different search engines, working with a range of different hotels worldwide and educating each local marketing team so that they can have a level of independent control. Our team has to proactively react to the expanding hotel portfolio, making continual optimisation and technical recommendations.

Our initial objective was to aid the site migration to a new CMS. Our experience in the travel sector and significant technical expertise proved vital in assisting with this sophisticated process.

goals

  • Aid the site migration to a new CMS
  • Create SEO strategies for each individual hotel

Our targets are ROI-focused and we are constantly measuring the effectiveness and results of the campaigns in order to optimise and improve. We’ve seen ROI increasing working with Epiphany and are happy that the team is regularly seeking new opportunities and ways to increase bookings.

Kirstin Loedeman - Corporate E-Commerce Manager Kempinski

now

Each individual hotel's URLs have been optimised and modified to be human-readable, translated as appropriate and individually checked to remove any special characters. The process of moving to a modern CMS system has also included gathering and mapping legacy URLs and pairing them with the most appropriate new ones in the new CMS.

Each hotel has been optimised by developing keyword targeted titles and meta descriptions, as well as conducting on-going regionalisation of content, translating page titles and descriptions into appropriate languages.

Once the migration had been completed, off-page and content activity commenced. Our core focus has been on boosting revenue and non-brand organic bookings across multiple regions. We were also set a target to reduce the cost of sale (COS) for non-brand traffic to 3%. At the time, COS was above 4%.

While the main domain had strong metrics and rankings, a major part of the strategy has been to enhance the link profiles and authority of individual hotel sites. Our off-page strategy included extensive relationship building with key travel bloggers, journalists and media experts to earn quality media coverage.

We smashed the COS target, achieving 1.84%

year-on-year non-brand traffic up by 175%

90% increase year-on-year in non-brand revenue

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