Business Challenge
The five-star Carlton Hotel in Auckland, New Zealand is the city’s largest hotel and caters to a broad range of customers including business travelers, tourists, conferences and corporate events.
The hotels previous website was inconsistent with the Carlton’s market position with poor representation of facilities that were in reality well positioned in the marketplace. As a result business acquired online was behind the industry average.
What we did
Marker worked with the Carlton Hotel to identify the following key objectives for the project:
- Increase revenues from online room bookings
- Support the conference and event sales team
- Internalise updates of the web site
Outcomes
Increase revenues from online room bookings
Online reservation requests have steadily risen since the site was re-launched. This has grown into a substantial income stream for the hotel and provided a rapid return on investment from the project.
Clear calls to action were implemented into the interface design to encourage visitors to make contact with the hotel.
Support the conference and event sales team
The site was redesigned with a new look and feel including new photography of the property, rooms and facilities.
The new look was well received by customers, staff and travel agents. The site now conveys the image of a 5 star hotel.
Internalise updates of the web site
Marker’s Content Management Engine was deployed to allow the Carlton Hotel to maintain the site internally.
Updates to the site can now be made by the marketing team at a fixed cost.