Claridges, The Connaught and The Berkeley

Luxury Hospitality Group
www.maybourne.com

Involvement

SEO, PPC, Content Strategy

Maybourne Hotel Group owns and manages three of the most renowned luxury hotels in London: Claridge’s, The Connaught and The Berkeley. All three hotels have histories that stretch back over a century and, while each one retains its timeless appeal and individual nature, they are all tuned with the wants and wishes of today’s discerning guests.

Verb Brands has been Maybourne Hotel Group’s digital partner since 2013. Over the years, we have worked together to help them maintain a strong digital presence across all three properties and brought innovation into their digital strategy to bring the brands closer to their clients and potential clients.

“Verb Brands has consistently delivered high-quality work and are a trusted digital consultancy that works well for us at Maybourne Hotel Group. Verb demonstrates an in-depth knowledge of our commercial requirements, technical capability and are a great support for the marketing team. They have successfully delivered strong results over many years.”
Brona Kelly, Sales and Marketing Director at Maybourne Hotel Group

The Brief


As one of the most prestigious luxury hospitality groups worldwide, Maybourne Hotel Group decided they needed new acquisition channels, such as SEO and PPC, that would allow them to reach new target audiences. We needed to focus on the hotels' brands and look into other potential markets where competition was not so high and did so by using GA to find where revenue was being generated on the site but we were not currently targeting.

The Challenges


The travel & hospitality market is an increasingly competitive space in Paid Search. Whilst still comparatively low when looking at other industries, CPCs have been rising over the last few years as both brands and aggregators trying to outbid each other for the top slots. With some estimates putting Expedia Inc and Priceline Group Inc (owners of booking.com) at 5% of total Google revenue, and Priceline spending $3.5billion on performance marketing in 2016, we knew we would not have the budgets to outbid them and that we would need to be creative with our strategy to win over market share.

The Solution


To achieve a positive return we identified new markets where competition was not as high and be clever with our paid search ads so they would stand out from the background noise of the cheapest possible deal.

Our objective for the Maybourne group was to drive incremental value from Paid Search and generate as much revenue as possible whilst maintaining a 9% cost of sale (spend/revenue).

At the same time, as with many of our clients, a core focus on brand identity and values must be maintained at all times.

Instead of blindly increasing bids, we worked with the Maybourne team to share information and appear below competitors during times of high occupancy rates (rooms sold out), allowing us to cut any wasted spend when customers would not be able to book.

Verb not only run Paid Media for Maybourne but we also lead their SEO and we’re big believers of harnessing the power of both channels together. We knew from our SEO team that focusing on the brand story and heritage had seen great results and allowed our ranking for terms such as “luxury suites London” to move from outside the top 10 to within the top 5 in under a year.

The Results


By focusing on our own brand rather than being sucked into a bidding war (which we would have inevitably lost) and utilising all available data, clicks to site are up 40% YoY

Today, Claridge’s, The Connaught and The Berkeley have one of the strongest digital presence in the luxury hospitality sector. Since the launch of our international campaigns we have generated over £2 million in revenue and achieved an ROI of 20:1.
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