Best Western Scotts Valley Inn Case Study
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Best Western Scotts Valley Inn Case Study Reveals Significant Spike in Occupancy Driven By Milestone Optimized Website
Santa Clara, California (December 4, 2004) - In the year since Milestone Internet Marketing developed and launched a comprehensive Internet marketing promotion campaign and a search engine optimized website for the Best Western Scotts Valley Inn, the property has achieved a significant increase in business and profitability, as well as tremendous online visibility. According to a recent case study conducted by Milestone Internet Marketing and the Best Western Scotts Valley Inn, the hotel is experiencing a tremendous increase in daily occupancy, largely driven by customers finding the website on the Internet.
"We've increased business significantly since Milestone started promoting our property on the Internet and created our website," says Kathy Boyton, owner, Best Western Scotts Valley Inn. "We've encountered a dramatic increase in occupancy, primarily driven by walk-in guests who found our market-specific packages on the Internet and decided to stay the night at our hotel. We get approximately 6 to 8 walk-inns a day. Milestone offered us strategic marketing advice on the things that our target clients were looking for in the local region and helped us develop these packages. Next, they used Milesearch TM - Milestone's core organic search engine optimization technology - to optimize our website and our online marketing efforts for those factors. The results are unbelievable."The hotel's website, enriched with relevant content and targeted keyword phrases, has attained highly-competitive rankings on all major search engines and directories and the hotel is attracting more guests than ever previously recorded. Milestone's extensive search engine research found that online travelers were searching for weddings, wineries, biking and hiking packages, and pet-friendly hotels in the Scotts Valley and Santa Cruz area. Based on these keywords, Milestone created specific packages that targeted a new segment of potential guests, and increased the site's relevancy on search engines for this set of search criteria. This formula has been the catalyst for the site's "searchability" success and the property's robust increase in sales and occupancy.
"Working with Milestone has been a rewarding and profitable learning experience," adds Boyton. "Milestone has helped us understand where our business is coming from and what kind of marketing we needed. The key to our Internet marketing success has been in targeting new markets and creating websites that rank high organically to yield higher return on investment."
Milestone is a full-service marketing communications firm, specializing in Internet marketing strategies and website development for the lodging industry. Founder and President Benu Aggarwal is a recognized expert in Internet marketing, search engine optimization, and e-commerce strategies. Benu has written several articles on Internet marketing and website development, and has been a speaker at industry workshops and conferences. Benu has combined her hotel industry experience with search engine optimization technology to create Milestone's proprietary technology, MileSearch™, currently utilized by Milestone clients throughout the U.S. Milestone's multi-talented team of award-winning designers, copywriters/editors, programmers and photographers encompass 30 years of industry experience and a profound love for what they do.
Milestone is a preferred e-commerce vendor of InterContinental Hotels and has a client list that includes, Choice Hotels, Best Western International, Sheraton Hotels, Hilton Hotels, Cendant Corp., US Franchise Systems, Silicon Valley Hotels, and several high-tech and venture capital firms in Silicon Valley.