In short
The hospitality brand gained a website that better communicated its experience and increased direct booking opportunities. The improved site helped reduce dependence on third-party platforms.
The challenge
A hospitality business in Paris was too dependent on third-party booking platforms. The website had beautiful images but weak booking CTAs, thin local content, and poor mobile navigation. The client wanted more direct inquiries and stronger visibility for experience-led searches.
The Marketer Zilla strategy
Marketer Zilla redesigned the website around location, experience, rooms, amenities, reviews, and direct booking intent. The content strategy highlighted local attractions, guest experience, special occasions, and reasons to book directly.
Key actions
- Redesigned the homepage and booking journey for mobile users.
- Added experience-led content for location, amenities, and nearby attractions.
- Improved direct booking CTAs across pages.
- Optimized images, alt text, metadata, and local business schema.
- Created FAQ content for guest concerns and booking questions.
- Tracked direct inquiries, booking clicks, calls, and contact form submissions.
Achievements
• Direct booking inquiries: 44/month → 136/month
• Mobile conversion rate: 1.5% → 4.2%
• Organic traffic: 3,200 → 9,400
• Local search impressions: 14,700 → 42,100
• Third-party dependence: Baseline → 23% lower
Final outcome
The hospitality brand gained a website that better communicated its experience and increased direct booking opportunities. The improved site helped reduce dependence on third-party platforms.
Key takeaways
- A clear digital growth system beats scattered tactics.
- Measurement and tracking turn marketing spend into pipeline.
- Website experience changes compound with SEO and paid media.
