Objectives
The hotel and leisure sector is highly competitive and it can be a difficult one to navigate. Business objectives for Oxford Hotels are all about sales and conversion in this challenging environment. This case study focuses on the optimisation element - the ongoing refinement of the site and campaigns to increase sales and conversion.
Solution
Our solution has been to work with Oxford Hotels to devise a digital strategy and practical implementation plan that encompasses realtime product prioritisation and online sales driven dynamically by capacity levels and targets. Most of this activity is database-driven derived from their booking engine. In practice, this means prioritising content within the site to push certain hotels and rooms through offers, late deals, content and editorial - with the homepage content, design and layout, as well as the search engine, playing a key role in this.
Our role on a tactical level is to react quickly to business requirements based on this information which constantly feeds the tactical campaign activity we deliver. This often means tactical website and campaign briefs with a super-fast turnaround time, often within 24 hours.
We create and manage SEO, PPC and email campaigns for Oxford, all driven by day to day business requirements, themselves driven by realtime data, to sell rooms and achieve capacity targets.