Carlson Hotel Group
Client: Carlson Hotel Group
Circulation: Websites: 750+ individual hotel websites
Audience: Business and leisure hotel guests and potential guests
Carlson Hotel Group needed a content partner who could execute new website copy with SEO keywords for its individual hotel websites. All copy had to be crafted in accordance with corporate brand standards, and an annual schedule of updates for over 750 hotel websites was agreed upon.
In addition to annually updating website copy, the EVG team also communicates directly with each hotel to handle daily website updates as needed, approximately over 1,000 updates a month or 15,000 a year, and creates special and private offers for hotel properties. EVG also develops content for new hotel websites and takes on additional special content related projects for Carlson Hotel Group.
In order to meet the demands of this project, EVG assembled a dedicated staff with expertise in copywriting, editing, SEO, project management and technical skills. In order to manage the massive amounts of content flowing from and to the client, EnVeritas Group developed the proprietary Content Lifecycle Management Technology™ system that goes way beyond a typical CMS to manage not only the content, but also the writers and editors working on the project and the curation of the content.
As the project progressed, EnVeritas Group also created a special Message Board system for Carlson to submit special offers and room rates, updates and photos. Last year, EnVeritas Group processed more than 1,000 per month or a total of 14,880 Message Board requests from Carlson using this system.
Carlson’s goal was to drives search engine traffic through branded content with keywords and search engine optimization, while also achieving their objective of maintaining a consistent, standardized image for all five different brands and 750 websites.
EnVeritas Group was able to deliver solutions to achieve both of these goals. The Style Guide provided a way to create original, relevant and engaging content that would not only appeal to prospects but also be in compliance with brand standards. The team was able to use their extensive experience in search engine optimization to weave keywords throughout the sites while maintaining the integrity of the message. The Message Board system allowed for seamless updates to the sites to keep the content fresh. Today, Carlson’s individual hotel websites maintain consistently high natural search rankings for highly searched keywords and overall bookings and revenuehas increased:
• 76% increase in revenue over control group
• 62% increase in monthly visits to sites