Driving Organic Traffic for a Luxury Beach Hotel
Introduction:
The Beach Hotel, a premium beachside destination in Accra, sought to enhance its online engagement to ensure no customer is missed. With a strong existing customer base, the goal was to create a seamless digital experience that drives website booking clicks and Google Maps direction requests. This approach ensures long-distance guests can easily plan their stay by exploring rooms, checking availability, and securing bookings online, while also helping local guests find the hotel effortlessly for immediate visits.
Initial Challenges:
Despite having a robust customer base, Best Western Plus faced challenges in reaching new clients. Key challenges included:
Limited Online Presence: The existing digital platforms lacked the optimization needed to attract and retain online visitors
Low Website Engagement: The website had minimal traffic, with users not spending enough time exploring room options or completing bookings.
Visibility on Google Maps: The hotel’s location details on Google Maps were underutilized, leading to fewer direction requests from potential local visitors.
Competition in the Local Market: Competing hotels with stronger digital strategies made it challenging to capture the attention of both long-distance and local guests.
Our Approach:
To overcome these challenges, a focused strategy was implemented:
Google My Business Optimization: Updated the GMB profile with accurate details, high-quality images, and target keywords like “royal beach hotel.” Added a “Book Now” button linking to the website and optimized the “Get Directions” feature for accurate routing.
Website Optimization: Improved booking CTAs with mobile-friendly “Book Now” and “Call Us” buttons, updated SEO content for high-conversion keywords, and enhanced loading speed for better user retention.
Customer Engagement: Shared periodic GMB posts on offers and events, with real-time responses to inquiries across GMB and social platforms.
Results Achieved
GMB Optimization:
Achieved a 72.6% increase in direction requests within three months compared to the previous months.
Boosted booking clicks by 54.6%, reducing reliance on phone inquiries.
Website Optimization:
Increased booking clicks to 116 via CTA.
Improved website click-through rate (CTR) to 4.3%, surpassing industry averages.
Enhanced Engagement:
GMB achieved 4,615 interactions, and received 794 calls, fostering stronger online presence.
You can refer to the below GMB direction requests, booking clicks, calls and CTR & Impressions highlights:




Key Takeaways:
GMB optimization not only improved visibility but also directly impacted booking and direction requests.
Website improvements enhanced user experience, leading to better conversions.
Regular updates and monitoring ensured consistent engagement and responsiveness.
Conclusion: The strategies implemented for Best Western Plus Accra Beach Hotel resulted in a significant uplift in online bookings and navigation requests. By focusing on GMB and website optimization, the hotel achieved its goal of ensuring no customer was lost due to unavailability of immediate contact. Regular performance reviews and updates will continue to sustain these outcomes.