The Athenaeum
Hotel & Residences · Mayfair
Case studies · Luxury hotels
I worked with The Athenaeum Hotel in Mayfair as part of my work with UP Hotel Agency, who designed the hotel’s website, contracted under them for over two years as digital marketing account manager on the account, responsible for all client communications and actions. That meant regular trips to their office above the hotel, overlooking Green Park. It is a good example of the digital marketing for luxury hotels I provide: PPC, SEO and content that grow direct bookings.
+21%
Direct bookings during my time as account manager
+28%
Website engagement and organic visits
2+ yrs
On the account, via UP Hotel Agency
01 / What I did
Direct bookings rose by 21% during my time working on the account, through strategies such as protecting the brand from online travel agents (OTAs) and lessening reliance and dependency on OTA bookings. Booking direct also adds more prestige to the hotel’s own brand profile.
Brand and generic Google Ads (PPC) campaigns increased international bookings made direct, including large value bookings from locations such as the UAE.
The strategy included creating international language pages, and working with the booking engine provider to add native currency for each country, to make the booking flow more seamless for overseas guests.
On the SEO front, I delivered a wealth of new content across the site, from things to do nearby to things to do across London, written for the hotel’s luxury, high end clientele. Website engagement and organic visits rose by 28% during my time on the account.
At the time, the hotel was operated by Ralph Trustees Limited (RTL). It is now part of the Sutton Hotel Collection, owned by the family business Sir Richard Sutton Ltd.
Next step
A thirty minute call is usually enough to see where PPC and SEO can win back bookings from the OTAs, at home and overseas.
See my digital marketing for luxury hotels services.
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