IHE (International Hospitality Enterprises) is a leader in development and management of award-winning hotels and casinos in Puerto Rico. Part of their portfolio includes hotels like El Convento, La Concha Resort, Copa Marina Beach Resort, Courtyard by Marriott, and Doubletree by Hilton, among others.
Winter in the United States represents a big opportunity to attract tourists looking for a warm tropical oasis from the bitter cold. The Caribbean is filled with luscious tropical paradises on which the principal hotel brands are competing to take advantage of said opportunity. Our challenge lies in bringing those tourists to our tropical paradise and have them staying in IHE’s properties.
We also had an internal challenge since last year we ran a very successful campaign in terms of ROI. This year we had to outdo ourselves with the same budget for digital media.
- SEO Friendly Development
- Responsive Design
- Third-party Engagers (Trip Advisor Widget)
- Retargeting + Paid Search
- Content Creation
We created an online experience, www.mypuertoricoexperience.com, to transmit not only the benefits of the hotels and their offers, but to create the true experience of a Puerto Rican vacation on all of its touristic dimensions. We made sure the experience was just as responsive and attractive from a mobile device. We planned an ad campaign based on search engines and complete with display ads to make sure we were there when tourists made their vacation plans. Also, we programmed an efficient measuring system to optimize on a daily basis any variable that would risk visibility, experience engagement, lead generation and profitability over the investment we defined according to the client’s expectations.
Genuine content completely
focused on people’s interests.
- Sales Growth Over the Same Period Last Year 64%
- Average Cost Per Lead under US$8
- An average 19% Conversion rate for the whole campaign
We surpassed our visitors expectations by 4% and our leads objective by 6%. The site adaptation for mobile devices proved to be truly effective with 54% of visitors accessing the site through a mobile device and 57% of conversions happening through mobile traffic.
Looking back on metrics from the website’s previous year, and comparing exactly the same period of time, the average time of visitors on the site increased a 100%, content consumption went up 153%, bounce rate decreased 30%, and the returning visitors rate grew 38%.