Club Quarters Hotels
How TravelBoom Increased Organic Clicks by 340%
A TravelBoom Marketing Case Study using the OccasionGenius API
Working directly with OccasionGenius, TravelBoom was tasked with developing a custom interface that leveraged a carefully curated events API.
With the goal of both enhancing user experience, as well as improving Organic Search KPIs, TravelBoom implemented OccasionGenius’ real-time feed, and tailored it to outrank the competition.
The result? An unprecedented uptick in Organic metrics.
Situation and Background
As travel trends change, hoteliers must adapt and appeal to the demands of their audience. In a post-pandemic world, it’s clear that today’s travelers are searching for authentic experiences.
When we focus specifically on how hotels can leverage this notion, we reconsider not only the relevance, but the significance of an event calendar.
Traditionally, event calendars are lackluster in design, and can create a cumbersome workload that doesn’t always provide a return on investment.
OccassionGenius set out to create software that bridges the gap between the source and the consumer, connecting individuals to events that they care about, before they happen. Their Events API is generated from a comprehensive set of resources including national ticketing sites such as Eventbrite, and Ticketmaster, plus thousands of “micro” sources including local calendar sites and social media.
Key Factors:
- The content is unique
- Results are delivered in real-time
Methodology
Targeting users in the *Dream Phase, TravelBoom leveraged the OccasionGenius API to output real-time event data on Club Quarters Hotels in a custom-designed user-friendly format optimized for search.
Straying from the traditional look and feel of an events calendar, the design features:
- Destination filters
- A responsive grid architecture that highlights the unique images sourced by OG
- Event title & date
- A clear call to action
In addition, we worked together to design individual pages for each event that dynamically output the following:
- Image
- Event title, date & time
- Event description
- Address of event
- Multiple CTAs including a link to the event website, directions and a link to complete your hotel reservation with Club Quarters Hotels
- Additional upcoming area events
Further, TravelBoom wrapped each event in Google’s Event (Event) Structured Data, which ensures that the events are eligible to be displayed in the *Event Experience on Google, featuring a logo, description of the event, and more.
Items that set the event listings apart from the competition included:
- A responsive design
- A user-friendly interface that highlighted large titles, descriptions and easily-clickable buttons
- Comprehensive structured data markup
- Performance optimization and tuning
*The Dream Phase helps guests determine the best time and place to book by keeping guests on your website when planning a trip. View all OccasionGenius phases of planning here.
*The event experience on Google makes it easier for people to discover and attend events through Google Search results and other Google products, like Google Maps.
Results
Club Quarters Hotels earned valuable SERP rankings and was featured on Google’s Event Experience alongside large ticketing websites, such as Spotify and Eventbrite. This provided positive exposure, a boost in brand awareness and the below KPI increases.
*All noted results are comparing November 2023 through December 2023, YoY.
Overall, there was a 40% increase in Users and a 13% increase in Sessions from Organic Search.
Looking specifically at landing pages from Organic Search that contain ‘event’, there was a 373% increase in Sessions, a 391% increase in Users, and a 381% increase in New Users. We also saw 1 booking generated worth $675.
Based on data from Google Search Console, Club Quarters Hotels saw an overall increase in Impressions, Clicks and CTR, YoY. What are impressions, position, and clicks?
76%
Increase in Impressions
150%
Increase in Clicks
38%
Increase in CTR
Based on data from Google Search Console, Club Quarters Hotels saw an increase in non-brand Impressions, Clicks and CTR, YoY.
32%
Increase in Impressions
286%
Increase in Clicks
38%
Increase in CTR
Based on data from Google Search Console, Club Quarters Hotels saw an increase in Impressions, Clicks and CTR, YoY, to event-specific pages.
72%
Increase in Impressions
340%
Increase in Clicks
143%
Increase in CTR
Summary
If you’re looking to increase valuable organic metrics, it may be time to reconsider an event calendar on your hotel’s website. Events and experiences go hand-in-hand when considering the authenticity that travelers crave. Using an AI-based strategy has proven to be an ideal solution to curate thoughtful content, eliminating the need for tedious research and maintenance, all while saving you time. Learn more about how OccasionGenius and TravelBoom’s website development services can help you today.