How the DoubleTree Lancaster Tripled Direct Booking Requests with a Visually-Compelling Website

Your hotel doesn’t have to be a beachside resort or located next to a famous landmark to attract travelers worldwide. Sometimes, it all comes down to telling an authentic story and having the right tools to get that story in front of as many travel shoppers as possible.

Emily Drennen, Marketing Specialist at the Lancaster DoubleTree Resort by Hilton, began working at the property four years ago as a front desk guest services agent. Now, she handles all of the property’s marketing, from print and graphic design, to digital marketing (social media, web and more).

The Challenges: Driving More Direct Bookings
Emily quickly realized that the way travelers shop for accommodations online has changed.

“Travelers want to see what they are getting, not just read about it,” said Emily. “They really want to know what sets you apart, especially things like local attractions that are relevant to them in a way that helps them envision what the experience will be like.”

The Solution: A Visual-First Website
To provide her customers with a visual-first experience on her property’s website, Emily turned to Vizlly, Leonardo’s Multi-Channel Digital Marketing System.

Research shows that travel shoppers look for three primary things when shopping for accommodations – what makes this property unique, what do the guest rooms look like and what kind of deals do they have to offer. Using Vizlly, Emily is now able to showcase all three and give travelers exactly what they’re looking for.

“Our new visual website shows travelers what they can expect on property,” said Emily, and especially highlights the property’s rooms, unique features and special offers in a visually-compelling way, which they weren’t able to do as well with their previous website.

emily_drennen“After switching to Vizlly, bookings increased 10-fold on this offer. It’s crazy how much of an increase we saw. That’s something we couldn’t do with the complex system we were using before.”

Emily Drennen
Marketing Specialist
Lancaster DoubleTree Resort by Hilton

Their new Vizlly website is fully integrated with the DoubleTree brand booking engine, making it easy for travel shoppers to make a reservation from every page of the website.

In just the first three months of launching the hotel’s new Vizlly website, Emily has seen three times the number of visits to the booking engine compared to their previous website.

Increased Bookings from Special Offers
Vizlly is also helping Emily drive more direct bookings with visually-driven Special Offers.

“We were struggling with people booking our Bed and Breakfast offer for a long time,” said Emily.

“After switching to Vizlly, bookings increased 10-fold on this offer. It’s crazy how much of an increase we saw, just by doing small things like changing the wording and the placement and having better visuals to make the offer more enticing. That’s something we couldn’t do with the complex system we were using before,” said Emily.

Engaging Travel Shoppers with Relevant, Targeted Content
Although the Lancaster DoubleTree Resort by Hilton is a family-friendly property, they also have ample meeting and events spaces for corporate travelers which often gets overlooked.

“We realized that it can get lost in translation and corporate people don’t realize what we have for them because they just see our family-friendly features,” said Emily.

To better reach and engage corporate travelers, Emily uses Vizlly to create a targeted digital brochure, syndicated to corporate and meetings channels like Concur and cvent that are part of Leonardo’s VNetwork, the largest travel website network in the industry.

All-in-One Marketing System
Their new Vizlly website, mobile sites, social media apps and digital brochures have exceeded their expectations – and being able to manage all their digital marketing easily is the icing on top of the cake.

“Ease of use is one of the biggest benefits of Vizlly,” said Emily. “I don’t have to spend hours to keep my website updated. I can keep everything up to date without it taking up so much of my time.”

Find out how you can increase direct bookings and how Vizlly can help you reap success like Emily Drennen at the DoubleTree Resort by Hilton Lancaster by getting a free digital marketing consultation.

View Comments