Case Study: Columbia Hospitality

Columbia Hospitality engaged AMV to provide online marketing services for their portfolio of managed properties, to include SEO, PPC, Email, and Social Media Marketing.

The Challenge

Columbia operates first-class properties in highly competitive and diverse markets. They utilized a variety of different vendors and platforms for the online marketing segment that were not fully integrated. AMV's objectives were to streamline marketing processes, improve ROI tracking, and drive qualified traffic to each properties website and online booking engine.

The Process

AMV started with a comprehensive audit of each property's online marketing efforts. We prioritized our efforts based on the results of this audit, factoring in user experience and ROI potential, and tailored an SEO and paid search improvement plan unique to each property. We integrated 3rd party tracking tools with email and pay per click campaigns to track segments throughout the booking process, optimized each property's website, and fine-tuned all PPC campaigns.

In addition to online marketing services and support, AMV also took over daily website update duties, online booking engine set up and support, and shopping cart support. We manage all aspects of CHI's online presence, allowing us to ensure seamless integration and effective cross-marketing throughout all channels.

The Solution & Results

Columbia Hospitality's online visibility has improved significantly since January 2009, contributing directly to their industry-leading ADR, Occupancy, and RevPAR results. Website traffic has improved across all segments in not only quantity but quality, as evidenced by the substantial growth in organic non-branded keyword traffic: 32% in 2009 relative to 2008, and 35% YTD 2010 over 2009 (through April 2010).

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