Case study: promotion of the independent hotel Dona Teresa

Improvement of the occupancy rate in low season thanks to a strategy
integrated digital marketing and website redesign:

The customer

Independent hotel Dona Teresa

Hotel & Resort

An independent hotel in the south of Spain, in a popular location, is experiencing significant difficulties due to seasonal fluctuations. Despite high occupancy rates in high season, the hotel experiences a significant decline in low season, which seriously affects its revenue and profitability.

The challenge

Seasonal Fluctuations

Marketing assessment and competitive study —

Audit summary

Customer loyalty
The company does not have a strategy to retain its existing customers. No loyalty or incentive program is in place.
Visibility on the Internet
The hotel is poorly represented on the Internet: outdated website without SEO optimization, incomplete listings in tourist directories with poor quality photos.
Analysis of customer data
No customer data analytics tools are in place to understand customer behaviors and preferences, limiting the ability to effectively target and retain customers.

Unique Selling Proposition (UVP)
The hotel's unique selling proposition is not clearly defined or emphasized, making it difficult to differentiate in a competitive market.
The hotel's unique selling proposition is not clearly defined or emphasized, making it difficult to differentiate in a competitive market.

The company does not have a coherent marketing strategy. Digital marketing channels are either poorly used or completely absent.

Brand reputation and review management

The existence of a large number of negative online reviews to which the hotel has not responded highlights a serious lack of reputation management.

Solutions

As part of our project to improve the hotel’s online presence and marketing performance, we implemented a series of strategic solutions. These solutions are designed to address several key areas, ranging from website SEO to customer relationship management.

Development of an optimized website for SEO

Design and development:
Developing a website focused on relevant content and SEO best practices, using cutting-edge technologies like HTML5, CSS3 and JavaScript.

Data-driven multilingualism:
Following an in-depth analysis of southern Spain's tourism statistics, the site has been made accessible in five main languages: Spanish, English, French, Russian and German.

Online reservation service:
Integration of a secure online reservation platform, for a smooth user experience.

Mobile Optimization:
The site is optimized for mobile devices to ensure smooth operation on all types of devices.

Lead magnet:
Development of specific content for each type of target audience in order to attract and convert prospects into customers.

Data analysis:
Integration of Hotjar, Google Analytics and implementation of personalized dashboards to monitor key performance indicators (KPIs) in real time.

Digital Marketing Strategies

In this “Digital Marketing Strategies” section, we detail the targeted online tactics we employed to maximize hotel brand visibility and engagement. From targeted advertising to influencer collaborations, each initiative is designed to deliver measurable ROI.

Targeted Online Advertisements:
Implementation of Google Ads and ad targeting strategies across social media platforms to reach specific customer segments and refine marketing targeting.

Email Campaigns:
Development of newsletters and promotional offers to encourage customer retention and loyalty.

Video Marketing:
Creating and distributing high-quality videos on platforms such as YouTube to engage audiences and improve conversion.

Collaboration with influencers:
Partnering with travel industry influencers to create content around their hotel stay, helping to expand reach and attract new customers.

Online presence management

In the “Online Presence Management” section, we discuss the strategies and actions deployed to consolidate and improve the hotel’s visibility and reputation on digital platforms. From managing social media to responding to online reviews, we highlight efforts to build a positive, interactive brand.

Social Media Management:
Establishing a social media posting schedule and creating engaging content to build online presence and community interaction.

Work on online brand reputation:
Proactively manage online reviews by responding to negative comments in a professional manner and encouraging positive reviews to improve the hotel's overall rating.

Customer Relationship Management (CRM) System

In the “Customer Relationship Management (CRM) System” section, we explore the tools and strategies put in place to optimize customer interaction. From personalized interaction tracking to data-driven analytics, this section highlights steps taken to improve customer satisfaction and maximize loyalty.

Collecting keywords using standard programs

Using alternative methods to cross-check results

Grouping data and removing unnecessary keywords

Formation of a hierarchical system of pages based on the semantic core

Technical requirements for writing SEO texts

Requirements for designing SEO pages

Requirements for images to ensure they can be classified.

Results :

The numbers speak for themselves:

These results validate the effectiveness of our strategies and serve as proof that our efforts have led to tangible improvements in occupancy, revenue and customer engagement.

Using the site structure, we created the layout.

Visualized the location of all elements and functions

Created a UX design

Created a mobile (responsive) design

Confirmed with the SEO team any element of optimization

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