Fountains Hotel - Cape Town

 
 
 
 
 
1
1

Overview

With the continued proliferation of short-term stay online marketplaces as well as the general saturation of the hospitality marketplace, Cape Town based Fountains Hotel needed to reimagine its marketing activities in order to stand out in the marketplace and drive much-needed direct bookings.

The Solution

David & Langton implemented a comprehensive strategy that utilised multiple platforms and activities to enhance the hotel’s online presence and attract more guests. The adopted initiatives included:

  1. Original Brand Content – Unique, on-brand and contextual content was conceptualised and created for the hotel’s social media pages.
  2. Paid Media – Social media and digital ads were run to enhance brand visibility and drive direct traffic to the Fountains Hotel website.
  3. Tactical Sales Campaigns – Seasonal and strategic promotion campaigns were ideated and executed in order to boost key organisational goals such as increased day visitors for the hotel’s restaurant and increased bookings during off-peak seasons.

The strategic advisory and activities implemented by the D&L team yielded significant positive outcomes for Fountains Hotel. The following achievements were observed:

  1. Largest Online Community: The hotel’s social media pages became the largest online community for an independent 4-star hotel in Cape Town city center. This growth in online followers and engagement indicated an increased interest and awareness among potential guests.
  2. Improved Response Rate: The hotel achieved an impressive 97% response rate to queries received, showcasing their commitment to excellent customer service. This prompt and effective communication helped build trust and loyalty among potential guests.
  3. Increased User Satisfaction: User satisfaction ratings improved from 3.2 out of 5 to 3.5 out of 5. This indicated that guests found the hotel’s online presence engaging and informative, contributing to a positive perception of the brand.
  4. Expanded Reach: Marketing material reached a wide audience, with approximately 1.9 million people exposed to the hotel’s messaging. This enhanced visibility generated greater brand awareness and increased the potential customer base.
  5. Boost in Online Bookings: The hotel experienced a substantial rise of over 40% in total online booking traffic. The strategic activities and amplified brand presence translated into increased conversions, contributing to the overall occupancy growth of Fountains Hotel.