Navigating the Digital Era in Hospitality
In the highly competitive hospitality industry, where a significant 85% of travelers use mobile devices for booking and 88% visit stores within a week after a local smartphone search, standing out is crucial. Barceló Hotel Group, a prominent player in this sector, operates in 29 countries across 130 cities with a portfolio of +190 hotels, each boasting 4 or 5-star ratings.
Understanding the critical role of local SEO in driving traffic and conversions, Barceló Hotel Group partnered with Uberall in 2022 to enhance their online presence and customer engagement.
Implementation: Revolutionizing Local SEO
Barceló faced the challenge of distinguishing itself in a saturated market and needed to effectively leverage local SEO to drive meaningful business results. Partnering with Uberall, Barceló focused on enhancing their local SEO strategy to improve their hybrid customer experience and feedback loop. This involved optimizing their online presence across various platforms to improve local search rankings, actively managing customer reviews, and encouraging their local teams to respond to review feedback to build trust and credibility.
Alberto Rodriguez Camara, Global Head of Digital Marketing, Barceló Hotel Group says: “With its dedicated Customer Support Team since day one, Uberall enabled us to build a delightful, frictionless hybrid customer journey for our customers.”
Outstanding Outcomes: Measuring the Impact
Since the partnership with Uberall, Barceló Hotel Group has achieved impressive results. Within just a few months on the platform, Barceló enhanced its Google Business Profiles with 210 new Hotel Attributes, reached 100% profile completeness, and eliminated all duplicates. These improvements helped the brand increase revenue from Local SEO by 56.47% within the first eight months of implementation alone.
Since then? The results speak for themselves.
- A 51% rise in transactions driven by local marketing.
- From online search to offline conversions, Barceló saw a 41% increase in conversion rates.
- Their average review rating improved from 4.5 in 2022 to 4.6 in 2023.
- There was a 10% average growth in number of reviews left by satisfied customers compared to 2022.
Barceló Hotel Group’s partnership with Uberall has demonstrated the profound impact of a targeted local SEO strategy in the hospitality industry. By focusing on enhancing their digital presence and engaging with customer feedback, Barceló has significantly improved its bottom line and reinforced its market position.
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