Four Seasons Hotels & Resorts
Four Seasons Hotels & Resorts achieve 30% bookings increase & 98.9% listings accuracy lift with full local SEO treatment
Tools used
- Local Pages
- Local Listings
- Local Reporting
Powerful search technology and managed services regimen rejuvenates leading hospitality brand’s spa business
Luxury hotel guests on the search for their next great stay want to know what kind of experience they can expect of your brand’s locations.
In fact, 70% of hotel searchers on mobile devices aren’t looking for brand names or even hotel locations, they’re on the hunt for specific amenities such as an indoor pool, on-site restaurant, or a full-service spa.
Explore the local search strategy that delivered a 98.9% lift in local listings accuracy, 84% more phone calls, and 30% more spa bookings for Four Seasons Hotels & Resorts, one of the world’s leading luxury hospitality brands.
The challenge
When consumers take to the web to explore their luxury hotel options, it is critical that the information presented to them in search results is accurate and up-to-date for each hotel location. Guests need to know the exact location of the hotel, as well as key information such as website URL, phone number, and availability.
But moreover, customers want to understand the experience each location offers.
What a year. Thank you! I know we really challenged you this year with new objectives and KPIs. Together we got to a whole new level of clarity and achieved some truly great things, with even more queued up. I really appreciate your flexibility and willingness to always push further for, and with, us.
Chris Cocca
Director of Digital, Four Seasons Hotels & Resorts
Our solution
Acronym, an award-winning global search marketing agency based in New York, reached out to technology partner Rio SEO to facilitate improvements in revenue and traffic to 100 of Four Seasons Hotels & Resorts’ luxury spa pages.
The agency’s local search strategy for the brand was designed to achieve measurable gains in search visibility and bookings for its spas. The solution also needed to support Four Seasons Hotels & Resorts’ organic hotel listings with accurate, up-to-date listings that built and protected search engine trust in the brand. Together, Acronym and Rio SEO kicked off this effort by:
- Determining an initial local search audit for the spa locations that some listings were not claimed, and others were not appearing in the Local Three-Pack.
- Deploying The Local Experience Platform across the 100 Four Seasons Hotels & Resorts spa locations to power:
- Specialty Pages with proper schema markup and hyperlocal content for each hotel with a spa •Local Listings management to quickly resolve NAP issues at the aggregator level and bring all listings information up to date
- Integrated Local Reporting to track the performance of these efforts
- Optimizing, cleansing and updating each Four Seasons Hotels & Resorts spa location’s GBP profile, including:
- High-resolution spa and hotel images, with irrelevant images flagged for removal
- Updated links and information
- Corrections and updates to map pins
- Removal of duplicate or erroneous listings
Once listings were claimed in Google Business Profile and verified in bulk, new listings were created for those spa locations lacking one.
Rio SEO coordinated the fixture of persistent duplicate listings issues with GBP representatives. Recognizing both the search ranking and consumer trust benefits of a scalable reviews strategy, Acronym aided representatives from each Four Seasons Hotels & Resorts spa property in gaining access to the appropriate GMB dashboard in order to respond to customer reviews.
The results
Year-over-year, Acronym and Rio SEO’s efforts drove the following business results for Four Seasons Hotels & Resorts through enhanced search performance:
- Clicks +140%
- Driving directions +150%
- Phone calls +84%
- Website visits +159%
On average, conversions increased 31% and search-assisted revenue and bookings grew by 30%.
Local listings accuracy, a critical component of both search engine trust in the Four Seasons Hotels & Resorts brand and customer experience, improved from a fairly abysmal 45.4% to over 90% accuracy thanks to cleansing and management at the data aggregator, local listings, and search engine levels. That’s a 98.9% improvement in local listings accuracy.
Acronym and Rio SEO continue to improve Four Seasons Hotels & Resorts’ local spa listings by auditing and updating map pins, optimizing GBP profiles with high-resolution images, coordinating manual troubleshooting with the GBP team, and supporting internal teams with timely, expert organic search assistance. “What a year. Thank you! I know we really challenged you this year with new objectives and KPIs. Together we got to a whole new level of clarity and achieved some truly great things, with even more queued up. I really appreciate your flexibility and willingness to always push further for, and with, us.” ~ Chris Cocca, Director of Digital, Four Seasons Hotels & Resorts
140%
click increase
150%
increase in driving directions
84%
increase in phone calls
159%
increase in website visits
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