Hotel’s Challenge
The Heathman Hotel is a beautiful, independently owned, 150-room premier luxury boutique hotel in the heart of downtown Portland’s Financial and Cultural Districts. Adjacent to the Portland Center for the Performing Arts and the Arlene Schnitzer Concert Hall, this grand, lavish boutique and historic hotel is a prominent supporter of the city's cultural, educational and arts community. The challenge was to create a consumer-friendly website that easily converts site visits into reservations.

Existing Campaign Evaluation
Heathman Hotel had a site that was not search engine friendly and was not easily found when queried. The client had recently spent several tens of thousands of dollars developing a website that was not promoting the hotel in different niche markets.

Milestone Strategy
Milestone worked closely with the client on identifying key markets that the hotel should be promoted for and then designed the hotel’s website to correspond the hotel’s own ambience, local attractions, and the city’s liveliness. Through relevant search engine friendly content, the Heathman Hotel was promoted for several factors and keywords, including Green Hotel Packages, Portland City Breaks, Heathman Pets, Portland Weddings, etc. The website was designed, written and optimized keeping in mind the usability, searchability, and the target clientele for the property.

Results

• The website revenue is up significantly year to year. The revenue from the website through September 2008 is up 200% by $300,000 vs. the first 9 months of 2007 in a market where most other channels are down.
  
  
• The time spent on the website by consumers has increased 50% and the booking engine has become the most visited page on the website. 
  
  
• The website is ranking high organically on most search engines for its target market segments.