Website Form and Function: It is Possible to Achieve Both

  • SynXis Corporation
  • 10.01.07
E-site Marketing, the Sabre Holdings premier internet marketing company specializing in online business solutions exclusively for the hospitality industry was recently awarded 9 awards by the Web Marketing Association in the categories of Hotel and Lodging, Restaurant and Travel; the highest number awarded to any company in these categories.

While the outstanding website design is evident at first glance, E-site Marketing also shows outstanding performance when measured by e-marketing Key Performance Indicators.  To measure this performance, websites are benchmarked against their pre-redesign statistics on several metrics such as Website Traffic Growth, Visitor-to-Look and Look-to-Book Ratio, Revenue-Per-Visitor and Return on Investment.  E-site Marketing’s proprietary tracking tool RezTrack® was a key component in making these pre/post measurements possible.

“We are very excited to be recognized by the Web Marketing Association for our website design work,” said Felix Laboy, President of E-site Marketing.  “And we are equally as proud of the results that our websites achieve for our customers through our proven Internet marketing programs.  Our goal is to provide a high Return on Investment to our customers and our results really speak for themselves.”

Royal Palms Resort and Spa www.royalpalmshotel.com, winner in the Outstanding Website category saw an increase of 40% in Visitor-to-Look ratio, a major objective of the redesign and an indicator that the site more effectively drives visitors to the booking engine and push marketing elements.  This improved efficiency resulted in over $0.25 in revenue per website visitor, a 25% increase over the previous website.

“In addition to a website that reflects the Royal Palms Resort and Spa experience, our goal was to ensure our site increased guestroom bookings and revenue,” commented Greg Waters, Director of Sales and Marketing for Royal Palms Resort and Spa.  “E-site Marketing doesn’t just design websites, they are true experts and partners in the field of Internet marketing and we are seeing the benefits of their industry knowledge and unique approach to helping us achieve our online objectives with both our website and booking engine.”

The Broadmoor, www.broadmoor.com, winner in the Standard of Excellence category, is seeing over 30% increases in monthly traffic volumes largely attributable to a more effectively optimized site.  The new and improved information architecture and optimized content has resulted in higher Search Engine rankings for more keywords and search terms.  The new site is able to better leverage the long tail of search, evidenced by an increase of over 100% in the number of unique search terms (over 6,500 per month) bringing visitors to the website each month.

“Our success with E-site Marketing has proven that Search Engine Optimization and Marketing is not a ‘casual endeavor’ but an ongoing process that needs regular attention,” said John Washko, Vice President, Sales and Marketing at The Broadmoor.  “We are confident this partnership will continue to grow both our website traffic and conversion percentages.”



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