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InterContinental Perth City Centre

Offering a luxurious and tailored service, InterContinental Perth City Centre is an elegant 5-star hotel found within the heart of the city. Contrary to their premier accommodation offerings, they found themselves facing challenges that threatened the brand’s longevity in Perth. In order to counter this, they engaged Bonfire.

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  • 54%

    Increase in organic goal completions, year on year

  • 30%

    Growth in organic sessions, year on year

  • 28%

    Increase in new organic users, year on year

Results as of January 2020. 

Issue 

InterContinental Perth City Centre presented Bonfire with significant challenges to overcome. Their new website was not ranking on Google and they found themselves competing not only with rival hotels but with their parent brand’s international website. Due to their low visibility online, they were experiencing an extremely low number of bookings, which were predominately from aggregator sites. They also wanted to attract more weekend guests and increase the number of bookings for their Lounge and Loft Bar.

Methodology 

Bonfire focused on a combination of organic and paid search marketing to improve InterContinental Perth City Centre’s brand awareness and website rankings on Google. As SEO specialists, Bonfire pivoted the hotel’s organic strategy to shift their target audience from corporate to local clients. This included a keyword refresh, content optimisations and strengthening their backlink profile to target niche search terms such as ‘romantic hotels’ and ‘hotels near perth arena’. To compliment the organic strategy, a Google Ad strategy was developed to increase the hotel’s digital footprint within the Perth CBD area. This enabled customers to find the new website and book directly with them as opposed to on aggregator sites.

“As a regular business traveller, I appreciate well managed and luxurious hotel experiences, which is why it’s great to see InterContinental bringing their premium hotel brand to Perth. Our team are really enthused about the opportunity to work with such an esteemed and highly motivated brand, and look forward to the possibilities that lie ahead.”
Clay Cook, CEO at Bonfire

Results

Partnering with Bonfire has helped InterContinental Perth City Centre achieve their main objectives of increasing their brand visibility online and improving the number of reservations made on their website. The organic campaign led to a 28% year on year increase in new organic users, a 30% year on year growth in organic sessions and a remarkable 54% year on year increase in organic goal completions. In addition, the paid campaign successfully engaged new customers and significantly increased the number of restaurant bookings. The hotel’s Google rankings also heightened dramatically, become the most visible the brand has been in January 2020. As a result, InterContinental Perth City Centre has firmly established their position as one of the city’s leading luxury hotels.

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