Introduced a number of technical solutions to the main website:
- New global and sub-navigation
- Introduced ‘Easy Book’ inc. an availability check
- Improved search functionality
- Re-designed the booking form
- Developed consist action buttons
Created a London microsite with local content and ‘book now’ buttons feeding into main hotel booking engine
Analysed search habits to identifying business and leisure traveller strategy
Purchased and tested over 100 search terms
Identified partner sites and tested one with banners
URL added to offline communication/specific web related POS produced

Booking a room via the main site was reduced from 12 to 4 clicks
33% of visitors booking on their first visit – 71% repeat visits
2,391 bookings via the microsite over the test period with an estimated booking conversion of 21.3%
Booking cost halved compared to traditional methods
Total spend £25,000, revenue generated £200,000, an 800% ROI