More Direct Bookings
More Website Visitors
Customer Success:How to Boost your Group Business With the Right CMSTurf Valley Resort is a historic property between the metropolitan areas of Washington D.C. and Baltimore. The resort offers extended stay villas, a spa, two 18-hole championship golf courses, 40,000 square feet of meeting & event space, indoor and outdoor wedding venues, and a restaurant. Turf Valley's target market is seeking a bucolic resort atmosphere, with proximity to the region's two major cities - Baltimore and Washington D.C.
Finding a Replacement for a Legacy SiteTurf Valley Resort had been using the EZ Publish content management system for their website. Since the system is now obsolete, Turf Valley needed to upgrade to a new, modern CMS that would allow them to expand the scope of their website with a focus on growing site conversions and boosting RFPs for group business as well as promoting the on-property spa.
Moving beyond a simple CMSTurf Valley Resort had some very important goals during this transition, they wanted more than just an "easy to use CMS," they were looking for a partner that could help them grow. They set out to solve four issues:
- Increase conversions and RFPs
- Increase organic traffic
- Highlight and promote the on-property spa
- Migrate to a new, more reliable Content Management System.
Milestone CMS: Technology & ServiceMilestone was chosen for several key factors, but the company's 20+ year history in helping hospitality clients, Milestone's award-winning Content Management System and Milestone's omnichannel marketing approach were all key factors:
- Milestone CMS - Milestone's ability to migrate from their legacy platform
- Group modules - to support weddings, golf events, meetings and the on-site spa
- Paid media advertising as part of an omnichannel marketing program
- Local search to promote the property
- A on-site blog and dynamic event calendar was added to create fresh content opportunities
More Visitors, More RFPs, More RevenueAs a result of Milestone's exceptional design and comprehensive marketing campaign, Turf Valley Exceeded all their performance KPIs:
- Site visits: 16% YOY
- Visitors: 13% YOY
- RFPs: 93% YOY
- Monthly direct bookings: 46%