November 16, 2018
Hospitality industry executives look ahead to 2019
There are headwinds ahead for some hotel brand companies and real estate investment trusts, but the overall tone on calls in regards to next year was positive.Read more
The Royal Crescent Hotel & Spa already enjoyed a loyal guest following. However, they wanted to shift brand perception among customers; rather than visiting Bath, they wanted guests to feel like The Royal Crescent & Spa itself was the destination.
With a range of luxurious ancillary services, there was also a desire to encourage longer stays with the opinion that ‘one night is never enough’. A longer stay would afford guests the opportunity to enjoy all that the hotel and spa had to offer, firmly establishing it as a resort property and a destination in it’s own right.
Beyond this repositioning, they also had some other key objectives of brand refinement;
- To showcase the refurbished hotel and spa through both visual and written content
- To reflect the new brand digitally
- To drive incremental interest and bookings via increased PPC advertising that reflects the new brand
- To improve the website’s overall commercial performance (traffic, revenue, conversion)
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