Medina Serviced Apartments (part of Toga Hospitality Group)
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Project Overview
- Web site Development and Website Design
- Content Management System
- Image Gallery
- Search Engine Optimisation
- Email Marketing Tool
Business Description:
Medina Serviced Apartments is Australia's leading operator of Serviced Apartments and Apartment Hotels. With 20 properties nationally, Medina services the needs of leisure, business and conference guests.
Medina operates in the competitive hospitality industry where an increasing number of consumers are utilising the Internet to research and make accommodation bookings. Medina acknowledged its need for a web strategy that would maximise the Internet's potential.
The Objectives
Medina Apartments approached Glass Onion with a number of key areas that required attention. The objectives included:
- Developing the Medina web site to more effectively communicate the Medina product
- Increasing the number of online bookings
- Improving visibility in search engines to deliver more qualified users to the site
- Growing brand loyalty through regular communication with existing customers
The Glass Onion Solution
An engaging web site
Glass Onion designed and developed an informative resource for visitors to research the Medina properties, facilities and rates. Medina administrators can maintain seasonal offers and other content quickly and easily with re:fract, Glass Onion's proprietary Content Management System (CMS). A stylish, contemporary design reflects the Medina brand. With smart navigation, visitors quickly identify with a particular categorisation and intuitively move through the site. Requesting a reservation is made simple with an online booking form.
In addition, an image gallery was created to host images required by various parties. Administrable via the CMS, Medina is able to upload images to the gallery where users can view and then download images in various formats. A form captures user details prior to gallery entry. The time saving solution eliminates the need for Medina to respond to numerous individual requests.
More online bookings
Visitors to the Medina site can easily find all the information they need to make a buying decision. The reservation request content has been given prominent positioning throughout the Medina web site to make online booking simple. Online reservations have increased since implementation.
More qualified visitors
The Medina site was optimised to improve its ranking in search engines such as Google. Tactics included keyword research, content re-development and updating the site's title tags, alt tags and meta-data with suitable keyword phrases. Medina now ranks in the top five results on Google for the keywords chosen. Improved search ranking effectively delivers more visitors to the site which is fundamental to increasing online bookings.
Regular communication
Glass Onion developed a managed email marketing tool to give Medina and sister company Vibe Hotels direct and customisable communication with its database of customers. re:ceive, Glass Onion's proprietary permission based email marketing platform, allows Medina and Vibe Hotels to generate emails that are less expensive and more effective than traditional direct marketing. Two email templates incorporate designs in line with the web site's look and feel delivering brand consistency. Medina's administrators can enter content and images into the templates and schedule email campaigns at any time. Advertising special offers and company news has subsequently driven more traffic to the web site and increased online bookings.
