BDL Hotels |
    BriefFounded in 1997, BDL Hotels has grown to manage 45 hotels and has prospered over the past 18 months despite the economic turmoil, winning a large number of management contracts across the UK. BDL Hotels managed 26 hotel websites (plus numerous stand-alone sites) for brands such as Crowne Plaza, Holiday Inn and Ramada Encore, and came to Alienation Digital for a fresh new approach to its online presence. SolutionWith regular new additions to the company’s hotel management portfolio, Alienation’s capacity to respond to change and deliver services across the online spectrum, from web design and development to digital marketing, was considered a strong point of the agency’s proposition. Alienation Digital has strived to create consistency throughout the suite of websites, ultimately promoting the BDL brand, but to also communicate the unique quality and nature of each hotel, through customised styling and content, and bold imagery. An efficient content management system has ensured maximum control for BDL staff, in order to ensure content and images can be regularly edited and updated to meet the company’s changing needs. Furthermore, to complement the new suite of websites Alienation’s digital marketing experts have developed a holistic digital marketing plan to cover all elements of online marketing for BDL, in correlation with training and consultation sessions. ResultsMore than 40 of the new sites are now live, but Alienation enjoys an ongoing relationship with BDL Hotels as it continues to launch multiple more hotel websites, conduct digital marketing activities and develop other creative projects. The BDL Hotels Group website achieved a 74% increase in traffic in the month following launch, with organic search increasing 90%.
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