Overview
Booked Up Media documented a successful digital marketing campaign for a prestigious 5-star hotel in Scotland focused on improving online visibility and revenue generation in the competitive luxury market.
The Challenge
The hotel sought to expand its web presence in the competitive luxury market by testing a new keyword strategy while minimizing advertising expenditure. Primary objectives included:
- •Driving qualified traffic to the website
- •Reducing advertising costs
- •Boosting direct booking revenue
Strategic Approach
Keyword Segmentation
The team divided search terms into two strategic categories:
Pure Brand Keywords
Hotel's exact name and specific branded terms
Related Brand Keywords
Broader hospitality search terms like "luxury accommodation Scotland"
PPC Strategy
Separate campaigns targeted each keyword group with customized messaging and bidding strategies, optimizing Quality Scores and reducing cost-per-click metrics.
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On-page optimization and content creation addressed both branded and non-branded search queries through strategic blog posts and landing pages.
Discover our SEO approach →Results Achieved
Website Traffic Increase
Cost-Per-Click Reduction
Revenue Growth
Brand Keyword Performance
Key Takeaway
Keyword Segmentation and Optimised Bidding Strategies combined with integrated paid and organic approaches demonstrated measurable success in the luxury hospitality sector. This data-driven methodology is replicable across various hotel segments and markets.