As a result of the increase in competition, The Angel Hotel was beginning to notice the effects of the lower priced competitors in the area on its occupancy rates. The hotel approached The Ideal Marketing Company with the aim of increasing overnight stays and general trade.
Our marketing efforts were divided to target two separate recipients; people visiting Market Harborough (for business, social and stop over visits) and for residents of the town and surrounding areas.
The Ideal Solution
To reach these markets, we agreed a range of marketing activities. This included on screen advertising for a TV service we created for the hotel, PR in the local press & radio, press advertising campaigns, poster advertising at the train station, vehicle advertising on a local taxi firm and event sponsorship. We also created a new SEO & mobile friendly website and managed their social media presence.
To attract local custom, it was planned to reinforce the message that the hotel is ‘at the heart of the Market Harborough community’. To achieve this, we positioned The Angel as a venue which offers more than being just a hotel and this is reflected in the website and social media content. We decided to focus on the hotel’s amenities including the bar, restaurant facilities, function room and the meeting rooms – making the hotel a focal-point of the town.
For the hotel to appeal to visitors, it was clear that a good website and SEO performance was vital in capturing custom.
What was achieved
Before our work began, The Angel Hotel website had not featured inside the first 3 pages on Google for relevant search terms. It is now positioned first or second on page one. Regular updates and amendments to the company website – whilst using relevant keywords – have made a significant difference to online enquiries and bookings.
2015 was the hotels most successful year for over a decade. The hotel’s bar and restaurant is now a popular attraction for locals as well as visitors to the town. The meeting rooms are also regularly used to host local networking events.