CASE STUDY 3
THE HOTEL: Haven
THE AGENCY: Latitude
Objectives
• Haven is one of the largest travel accommodation companies in the UK, offering a selection of luxury lodges, summer houses and retreats to let across the UK. The objective was to raise brand visibility in natural search results, while increasing the number of bookings and, subsequently, revenue.
• Boost the relevance of the Haven domain for touring and camping keywords and providing content that adds to the user experience.
Strategy
• Focus heavily on uniqueness and originality of website content. These were specific to the needs and interests of the Haven customer, as well as their search behaviour. As a significant SEO project, www.caravancamping.co.uk was migrated into www.haven.com/touring-camping.
• Regional and seasonal content across the website was also built. As part of this process, Latitude targeted the optimisation of Google Places’ listings for all parks. In addition, video and image optimisation and seeding was introduced to build awareness of the Haven offering.
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Results
• Website visitor volume grew 25.3% year-on-year through the natural search channel during the 12-month campaign period. This equates to an additional 908,585 visitors to the website, taking the total traffic from the channel to 4.5 million visitors across 12 months.
• The natural search-led booking volume on the website increased by 34.3% over the course of the year to a total of 75,833 bookings. This represents an increase of 19,382 bookings.
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