The Watergate Hotel saw +132% ADR with Cendyn Web and SEO services
THE CHALLENGE
The Watergate Hotel’s main challenges and goals were:
- Increasing organic traffic, enhancing The Watergate Hotel’s visibility and brand credibility, and attracting more potential guests to help drive direct bookings.
- Increasing organic impressions, boosting The Watergate Hotel’s online visibility, making it more likely for potential guests to discover and consider booking a stay.
- Increasing organic click-through rate (CTR), leading to more potential guests clicking on The Watergate Hotel’s search results, driving higher engagement and potentially more bookings.
THE SOLUTION
Through a website redesign, our project aimed to enhance The Watergate Hotel’s user experience, with the primary goal of increasing organic traffic and CTR. By incorporating targeted SEO strategies, we sought to optimize the site’s visibility on search engines, attract more visitors, and encourage higher engagement. This involved designing a new visual approach to event-specific landing pages, theme-specific landing pages, and site navigation, and pushing relevant content to a diverse set of persona profiles. Through these efforts, we elevated the hotel’s online presence and drove more direct bookings.
THE RESULTS
Website
From June-August 2024 (after a 90-day ramp up period) vs. the same date range in 2023, the site had an increase of 36% in users, 45% in revenue, and a 132% increase in ADR. The ADR increase is a testament to the site’s ability to generate conversions for higher category room types.
The analysis of the investment in relation to the total revenue generated by the site since its launch demonstrates a return on investment exceeding 60:1, underscoring the substantial financial gains achieved. Furthermore, since the website’s launch in March, it has experienced a 26% increase in revenue compared to the same period in the previous year, highlighting the significant positive impact of the new site on overall revenue performance. For August this year-over-year increase in revenue has grown even further to +46%.
SEO
These 3 pages are excellent examples of content that is ranking phenomenally on SERP for very valuable & relevant search terms:
- https://www.thewatergatehotel.com/stay/connecting-rooms-suites
- https://www.thewatergatehotel.com/experience/inauguration
- https://www.thewatergatehotel.com/offers/pedal-and-picnic
The following search terms have all these 3 pages taking number one organic spots!
- “Picnic package hotel DC”
- “President inauguration package hotel DC”
- “Luxury hotel DC connecting rooms”
The Watergate Hotel
About
The Watergate Hotel, situated along the Potomac River in Washington, D.C., is an urban resort where modern design meets iconic history. Originally designed by Luigi Moretti to reflect the river's flow, the hotel's avant-garde architecture is complemented by a stunning Ron Arad-designed interior and retro-chic staff uniforms by Mad Men costume designer Janie Bryant. Blending mid-century modern elegance with contemporary luxury, The Watergate Hotel honors its storied past while redefining sophistication.
