Vintage Hotels
A full-funnel destination marketing partnership producing consistent digital revenue growth for more than a decade.
The client
Vintage Hotels and Niagara’s Finest Hotels, part of the Lais Hotel Properties Ltd portfolio, are a luxury hotel group with 11 hotel properties, over 50 000 square feet of meeting space, 4 spas and 12 restaurants in Ontario, Canada.
Their hotels, meeting facilities, spas, and restaurants are crafted with meticulous attention to detail, showcasing Vintage Hotels’ dedication to offering unparalleled luxury. Each aspect of their properties is designed to captivate and delight sophisticated travelers seeking a premier experience, promising exceptional and unforgettable moments for discerning local and international guests.
The brief
The experienced and highly effective Sales and Marketing team was looking for a partner to help increase the percentage of direct bookings to their websites, Vintage Hotels and Niagara’s Finest Hotels. Our teams joined forces to craft a multi-channel digital marketing strategy aimed at driving continuous annual growth while elevating the guest experience and maintaining the highest standards of customer care.
In a challenging and highly competitive market of luxury hospitality, Vintage Hotels was looking to achieve ambitious yearly sales growth targets and attract sophisticated travelers seeking a premier experience. To accomplish these objectives, we needed to:
- Increase direct guest reservations and Meeting and Wedding RFPs
- Increase online customer loyalty and repeat website visits
- Increase new guest acquisition and amplify brand visibility online
The approach
While the tactics have evolved throughout our enduring partnership, our primary focus remains driving continuous improvement in organic website visibility to attract qualified traffic and secure direct bookings. At the same time, we aim to maximize growth and return on investment (ROI) from both returning guests and new audiences through strategically planned media channels.
1. Reduce Reliance on Online Travel Agencies
For both Vintage Hotels and Niagara’s Finest Hotels, partnering with OTAs expands reach but comes with substantial commission fees. To prioritize direct room bookings, we leverage carefully curated digital advertising approaches that ensure the cost per acquisition (CPA) remains low.
2. Increase Loyalty and Repeat Visits
It’s more cost-effective to retain customers than acquire new ones. We use data-driven remarketing campaigns that encourage past visitors to book another stay, boosting repeat visits annually.
3. Increase New Guest Acquisition & Brand Awareness
In addition to fostering repeat business, we actively attract new guests by promoting Ontario and Niagara-on-the-Lake as premier travel destinations. Our approach includes integrated marketing campaigns across various platforms, enhancing brand visibility and attracting a sophisticated audience seeking exceptional experiences.
The work
Search Engine Optimization and Content Marketing
SEO is pivotal to the success of the Vintage Hotels project. Our SEO efforts focus on enhancing site pages through on-page optimization, structured data, technical SEO, and strong backlinks.
Our content marketing expands the site’s reach across diverse destination topics, boosting organic traffic. We also continually optimize page rankings and Google Business Profiles, increasing visibility and direct bookings while reducing OTA reliance.
Paid Media
Our comprehensive paid media strategy caters to every stage of the customer’s travel journey. Our approach begins with Display and Video ads to highlight unique property experiences, complemented by Search and Social Ads that showcase hotel features and promotions. To drive bookings and foster loyalty, we utilize high-intent Search Ads and social media campaigns driven by first-party data. This full-funnel approach ensures we consistently meet our client’s ambitious sales goals.
Search Engine Optimization
Reach prospects at every stage of the customer journey with an always-on SEO strategy.
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Paid Media Management
Maximize reach, leads and revenue with proven paid media strategies.
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Measurement & Integration
Enhanced measurement & integration solutions that fuel better marketing decisions.
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Consulting & Strategy
Gain access to a team of digital marketing experts to implement a growth strategy customized to your needs.
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Brand & Creative
Elevate your brand’s digital presence with captivating, results-driven content and creative.
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I have had the pleasure of working with Foundery for over ten years and I can confidently say they are truly outstanding at what they do. Their commitment to achieving results, excellence and driving new business is unparalleled. The team at [Foundery] goes above and beyond to ensure the highest level of satisfaction. This team is a highly valued partner and I recommend them to any business looking for experts in their field.
– April Brunet, VP Marketing and Sales, Vintage Hotels
Don’t settle for mediocre marketing performance.
