Accor Hotels

Case Study

BACKGROUND/CHALLENGE

Accor Hotels owns more than 4,000 hotels
in more than 90 countries. These hotels include
major brands such as sofitel, Pullman, The Sebel,
Novotel, Mercure, Ibis and more.
The online accommodation sector is extremely competitive with a great deal of hotel brands and online travel aggregators (OTA's) competing for share of voice in a very crowded digital space. Accor Hotels not only had the challenge of a complicated CMS which meant technical SEO recommendations were almost impossible to implement; but also the rollout of Google hotel Finder, which had a negative impact on their organic traffic. 

STRATEGY

As we were challenged with limited technical and on-page implementations,  we had to come up with a strategy to improve SEO visibility through off-page activity. We decided on a strategy around Influencer outreach as this would not only provide the targeted website with a number of important SEO and social media ranking signals, but also provide the additional benefit of an extensive PR reach by partnering with the right influencers. This would involve two key activities: thematic content creation on targeted hotel brand pages around seasonal events, and influencer content creation published on their own sites; and then amplified across their social media profiles. One such campaign was around Paris Fashion Week.

THE EXECUTION

Thematic Content Creation

In order to align the brand and hotel property with these seasonal events, thematic content was created around Paris Fashion Week in both English and French. This content was then published on Sofitel.com prior to seasonal search peaks around related terms to ensure this content would be crawled and indexed before users were searching it. 

Influencer Outreach 

In alignment with the creation of the thematic content, we arranged with the Sofitel Paris Le Faubourg – which is located in the Paris Fashion District – to host 7 international and local fashion influencers for a 2 night stay during their attendance of Fashion Week events. These bloggers then created keyword-targeted blog posts outlining their experience at the Sofitel and PFW events. Within these post were a variation of keyword and non-keyword targeted links through to targeted pages on Sofitel.com including the property page, Paris city guide and the thematic PFW content. This content was then amplified through bloggers social media profiles, as well as leveraged on the Sofitel Facebook page to provide engaging social content for their social followers.

 

 

RESULTS

The campaign achieved in 27 website links, 632 comments, 45,532 social likes, 10 retweets and got in front of a targeted audience of more than 1.2 million. As a result of all these important SEO and social signals, we saw an increase in SEO visibility across a number of markets; with an average of 15-20% every time a blog post went live.

We also saw an increase in rankings for 18% of the targeted terms including ‘luxury hotels in Paris’, ‘Paris hotels’ and ‘5 star hotels in Paris’. Apart from an increase in SEO metrics, the campaign resulted increased brand awareness and positive brand sentiment and engagement from bloggers audiences.