Radisson Blu Hyderabad

Website Design and Digital Plan

Objective

Website Design• Add UI/UX

elements• Design to drive

bookings• A new domain for

the Hyderabad Property

Strengthen Digital Presence• Search

Optimization • Paid Search• Social Media• Online Reputation

Index

• Industry Overview– Online Facts– Design Benchmarks

• Radisson Blu Plaza Hotel Hyderabad– Digital Audit– Areas of Improvement

• Our Strategy– Website– Social Media– SEO– PPC– ORM

Industry OverviewOnline Fact

Online FactPurpose of visiting a hospitality website according to

site visitors worldwide, (% of total):

Make reservation:

26%Find hotel info: 20%Compare

rates: 20%View / cancel

reservation: 7%

Other: 27%

Source -Nooz, November 2011

Booking Trend

Source – Google Search Report,2012

Design Benchmarks

Industry Overview

Synchronized design theme, extension panels, dynamic layout,

Proper highlights and perfect images.

Hilton Hotels & Resorts

Social Media Integration – Focusing mainly on FB & Twitter

Screening all its awards on the home page

Booking Engine and all other sections aligned in a very simple and interesting way.

Special offers and newsletter subscription section aligned in center in a beautiful and simple way.

Facebook Profile in Sync with the main website

All tabs in sync with the theme of the hotel i.e. in blue color.

Twitter channel in sync with the same theme i.e. on the website and on Facebook asit makes more sense and uniformity.

Other hotels across the world with their websites and social media channels

Marriott International

Marriott Hotels and Resorts

Marriott Hotels & Resorts’

Facebook Page

Marriott Hotels & Resorts’

Twitter Page

Website Audit

Radisson Blu Plaza Hyderabad

The look and feel of the website is very dull and it is notconveying the vibrant, contemporary and engaging image of the brand.

So many links and back links are making the website cluttered and congested.

No proper use of the background. The black background is giving a dull feel to the website.

India’s First Dilmah T-baris not properly highlighted/promotedon the home page.

This section should be promoted properly on the home page.

The deals or its brief description should be visible on the homepage itself.

So many navigation creates confusion. The primary and secondary navigation should be in a proper hierarchy.

The inner pages of the website also includes a plenty of steps to check the basic Information like rate and images.

The current statistic summary of the RadissonBlu website.

Website Analysis Status Suggestion

Google Page Rank (PR)5

Page rank is fine. Google Page Rank is largely based upon the number and quality of backlinks a webpage has.

Total Cached Pages in Site21

Need to increase Cached Pages, the more pages cached for the website is an important factor for determining your site's rank in the search results.

Total Back Link 12 Need to increase & build more Back LinksCanonical Issue Not Present Fine

Web Site Age 2008-06-11 The domain is old; Domain age is an important factor for search engine.

Keyword Density Average The keyword density needs to improve by targeting relevant keywords.

H1, H2 Tag Optimization

Present

Need to improve H Tags, for eg: - dining page - http://www.radissonblu.com/hotel-hyderabad/diningHere, “Fine Hotel Restaurants in Hyderabad” should be H2

Title and Meta Tag Optimization Present Need to implement relevant Meta Tags for all web pages

Content OptimizationAverage

Need to add user friendly content and use of Keywords(BOLD) in content body and inter link the pages through keywords

Alt tag OptimizationNot Present

Need to optimize all images through Alt tag.

Alexa Traffic Rank21,219

There is a scope of improvement in Alexa ranking

Flash Based Website Used The Flash object is fine.

Google Local Business ListingPresent

Need to optimize Google Local Listing with major keywords

Overall Website Optimization

Average

Need a proper optimization strategy for site promotion including Content Optimization, On Page and Off Page for SERP

Internal Link Structure Average Need to Inter Link Pages through Keywords

Search Engine and User Friendly Website

AverageRequire Content optimization to make the site search engine and user friendly.

Sitemap.XML

Presenthttp://www.radissonblu.com/sitemap.xml need to update it on regular basis, it was last updated in March, 2012.

HTML sitemap

Presenthttp://www.radissonblu.com/sitemap, It is an actual page of your website that outlines the complete structure of your site.

More Suggestions:-

• Need to implement “Online Chat” function. Adding live chat options (where a visitor can talk directly and instantly) to your website will help increase sales & conversions and improve customer satisfaction.

• We recommended to have approx. 50-100 words content on home page (www.radissonblu.com/hotel-hyderabad) and the phone no. should appear at the right top of the page for better conversion.

• Video testimonials of satisfied customers play an important role for new visitor to acquire the service from the site.

• “Why choose us” section which emphasizes on the benefits of taking services from you.

• Testimonial page should be available on the website; it will impact on the new visitor to acquire the services from the website.

• Need to improve call to action, special discount banners should be highlighted on the home page.

• “Free call back” facility wherein a person can mention a phone number and a call is made to them.

• We would suggest you the new website on domain radissionbluhyderabad.com

• We would also recommend you to build the mobile websites as most of the users now browse sites through their mobiles and no mobile compatible website means you are losing those customers.

Website Design

Radisson Blu Plaza Hyderabad

Website Redesign

Purpose

Visitor Needs

Maintenance

URL’sKISS

CSS

Design

SEO

Design Approach

• Brand enforcement Using brand colors Brand Logo and signs Tag line

• Web 3.0 based clean design Interactive Dynamic layout Customized view Search enabled layout

• End user centric Eased navigation User friendly/ self help centric

• Call to Action Lead generation User friendly - Contact Us

Proposed DesignA

B

C

D E

F G

A. Logo of Radission Blu would be placed on the top of the website either left or right.

B. Primary links would be clearly visible on the home page promoting the services and offerings of the Hotel.C. Images would cover the maximum part of the website as images are the most

important component of a Hotel Website. The images would be high resolution.D. Latest packages and latest happening /news of the hotel would pop-up in this

section. The Sunday Brunch section would be promoted here.E. The testimonial videos of the pleased customers would be placed here in this

section.F. The text testimonials of some VIPs and VVIPs would be shared on this section.G. Social Media channels’ link and Tripadvisor/Expedia links would be shared in

this section.

Proposed Design

Clean and simple secondary navigation

Add a weather Plug-in so as to engage and inform people of best seasons to visit a country/ destination. This acts as an added feature

Address and contact number on the home page. Free call no. would also be there on the home page.

Clean and simple internal pages with all most all relevant information

Digital Media Marketing

Digital Media Marketing

Social Media Plan• A

revamped social media plan

• Plan to promote Sunday Brunch

• Offline integration with social media

Search Engine Optimization• O

ptimized Google search results

• Optimized website pages

Pay Per Click• P

aid Facebook, Google, TripAdvisor ads to generate leads

• Ads to promote Sunday Brunch

• Strategic ads which are target focused

Online Reputation Management•

Manage review

• Content optimization through PR Channels

Social Media Plan

Completely optimized social media channels

We are doing good on social media but now we need a campaign, a story. Story that your customers would share(WOM).

So, here we are coming up with a brand new story, a fresh campaign.

• We know that Customer Stories is the ace in the marketing.

• Our story would create plenty of other stories that your customers would share with his/her friends and family.

• So let’s start with a story….

Meet Mr. Rohn and Miss Riya

Who is Mr. Rohn?

• Rohn is 35 year old chef from Goa. His father is a Portuguese and his mother is from Panji.

• He is married to a South Indian girl based in Hyderabad.

• He is master-chef at Radission Blu Plaza Hyderabad and has got a Hotel Management degree from IHM, Mumbai.

• You can catch him at Radission Blu Plaza Hyderabad anytime.

Rohn is known for his delicious continental and sea foods.Other chef call him Harry Potter. Yes, he do have a magic wand for sure

Who is Riya?

• Riya is a 23 year old girl born and bought up in Hyderabad.

• She is a waitress at Radission Blu Plaza Hyderabad.

• She is been known for her hospitality and service. She is very caring and fun frolic.

• If you are curious about Hyderabad, she is the right person to contact because she knows almost everything about the city.

Why Rohn and Riya?

• Rohn and Riya would be our tone of voice for the whole campaign.

• When we would be talking about the hotel facilities, hospitality and the sightseeing then we would use Riya as our communication medium on Social Media.

• When we would talk about F&B then Rohn would be our tone of voice.

• This would break the monotonous way of promoting the hotel amenities and F&B.

Sample cover image on Social Media

This dummy cover image is just for illustration purpose.

Sample Content

What else apart from such regular posts and tweets?

Online Engagement Online + Offline Engagement

Online Engagement

On Facebook:360 Degree Treasure Hunt Contest

Objective: To promote hotel properties and dining in an interesting way and to engage with fans.

Idea: The idea is to create a 360 Degree video of the hotel interior and using that video we would ask some questions to our fans. Rohn and Riya would give them hintsin between the contest.

Eg: Tell us the color of the saree the lady has wore in the painting on the left wall of the dining hall.

Where we would run the contest?: On a Facebook tab and fans would answer it through the comment plug-in.

Sample screenshot of the app

Sunday Brunch Contest

Objective: To promote Sunday Brunch among the new and existing fans.

Idea: The idea is to ask fans to share the pic of their Lunch/Dinner with an interesting caption. Every week the most interesting entry would WIN a couple entry pass of the Sunday Brunch. The winner would be chosen by Rohn and Riya from Radisson Blu Plaza Hotel.

Where we would run the contest?: On a Facebook app where fans would upload their pictures with the caption.

A sample of picture upload contest

On Twitter:

Follow and RT Contest

On Twitter we would start with the Follow and RT contest in which we would ask people to follow us and RT a particular tweet.

That particular tweet will include the message about the Sunday Brunch and the link to the website.

Eg: Follow us & RT this tweet to WIN a couple entry pass of the Sunday Brunch at Radisson Blu Plaza #Hyderabad. [Link of Sunday Brunch]

Hashtag based contests

Hashtags are the best way to make your brand visible on Twitter.

Some of the hashtags that we can use are:

#myfavouriteSundayBrunch#foodformeislike#foodicantresist#SundayBrunchatRadisson#thingstodoinhyderabad#wheniwasinhyderabad#ilovehyderabadcoz

These all hashtags have potential to engage our target audience and create word of mouth and more visibility on Twitter.

On Instagram:

• Instagram is widely used to click vintage photographs of foods and objects.

• We can have a contest in which we would ask our fans to click images of dishes through Instagram and share it on Instagram with hashtag #ShootTheFood and the most interesting image would be selected as the winner.

•The contest would be promoted through Facebook and other social media channels.

We would also develop a micro-portal where we will fetch all the images with the description #ShootTheFood from Instagram.

Online + Offline Engagement

On Facebook:

Smile with Rohn and Riya Contest

• This is an interesting way of creating user generated content. In this contest we would keep dummies of our character Rohn and Riya at the hotel.

• We would ask our visitors to click their smiling image with Rohn or Riya and they would have to upload that picture on our Facebook page. The best entry would WIN awesome goodies from Radisson Blu Plaza Hyderabad.

Do you ‘Like’ us?

•This is an interesting way of integrating online and offline marketing.

• Here we would build a kiosk with 2-3 iPads and we would ask our visitors to like the Radissson Blu Plaza Hyderabad on Facebook and they would get a flat 10% discount on their total bill.

• This would help us in adding our right TG on our Facebook page.

Sample kiosk that we willset-up at the entrance of theHotel.

BBM QR code Contest

• QR Code of drawing online interaction with the guests • Most of the business class people have BlackBerry with them so this campaign is to target that niche audience.• We would ask our guests to add us on their BBM list and on doing this they would get a 5% off on their total bill.• We can use these BBM database to broadcast interesting offers on their mobiles.

E-Menu – Tablet/iPad

• Self Descriptive E – Menu application, which works on Tablet computers• Ask for a Waiter/ Place an Order/ Request Cheque features• Menu Rating feature • Lead generation through login and feedback mechanism• Share to Facebook, twitter• Facebook/ Foursquare check-ins and rewards

• We would develop an iPad/Tablet app for taking orders at the restaurant. The user will have to login through Facebook/Twitter or Foursquare and once he will login it will automatically share the check-in and the user will be rewarded 10% discount on his/her order.

• This app would give a pleasant experience to the user and will help us in becoming viral on Social Media.

Search Engine Optimization

Search Engine Optimization

Keywords• Relevant

combination• Site & Industry

related• Drives traffic to

website• Competition

consideration

Onsite SEO• Page Titles• Meta

Descriptions• Copy & Content• 250 words/page• 2-5 % keyword

density• Bullet Lists

Offsite SEO• Builds image and

popularity for website

• Increase keyword ranking in results

• Affiliates with other sites

Search Engine Optimization Phases

Phase 1 – Web Research and Analysis

• Monitoring site traffic through analytics and webmaster tool• Monitor site configuration and detecting malware or crawl error etc and fix

them• URL canonicallization optimization• Robots.txt Optimization• Extending (increasing number of pages) site by a deep web research for site• Tracking index and non-index pages in major search engines (Google, Yahoo

and Bing)

Phase 2 – On Page Optimization

• Website Analysis and Competitor Analysis• Keywords Analysis for individual pages• Title and meta tag composition for site• Changing the website structure, navigation as per search engine algorithm• Alt Tag creation for all images• Web page content optimization• Checking the keyword density, proximity, prominence and semanticist of your

keywords• Creating sitemap.xml for sites & update in google webmaster

Phase 3 – Off Page Optimization

• Directory submission• Article submission• Blog and Forums posting• Classified submission• RSS Create & Updating• Social bookmarking for sites• Forum submission

Phase 4 – Report Traffic Analysis & Monitoring

• Web analytics traffic report (google analytics)• Generate monthly search engine ranking reports• Alexa ranking report• Website progress report• Monthly new suggestion

Search Engine Optimization Phases

SEO Activity

• Target to increase the relevant• Target group analysis

– Search Trends• Meta Tags Creation • Navigation updates• Analytics code generation and

• implementation• Article submission• Link exchange campaign• Content optimization

Activities- SEO Packages 15 Pages

Review and analysis Quantity

Website analysis 1

Competitor Research 3

keyword Research 16 - 20

On-Page Optimization Quantity

URL Mapping Yes

Title Tag, Keyword, Description, Alt optimization 15 Pages

Internal linking 15 Pages

H1 ,H2 Optimization 15 Pages

Create Robot.txt Yes

Html Site-Map Yes

Xml Site-Map Yes

Check Duplicate Content 15 Pages

Submit Site-Map in search Engines Yes

Canonical Issue resolve Yes

Broken Link check Yes

Outbound link check and implement no follow attribute Yes

URL Rewriting (Optional) 15 Pages

SEO Plan

SEO Plan

Off Page Optimization Quantity

Article Writing 6

Press Release Writing 1

Article Submissions 30

Press Release Submissions 10

Directory Submissions 300

Social Bookmarking submissions 200

Blog Creation 1

Blog Writing 4

Blog Posting 4

Blog Directory Submissions 20

Approved Article Link Sharing 60

Blog Link Sharing 20

Classified Ad Creation 2

Classified Submissions 20

Forum Postings 5

Search Engine Submissions Yes

Google Local Business listing Yes

SEO Reports Quantity

Google Analytics Yes

Monthly Seo work Report Yes

Keyword Report Yes

Achievement Report Yes

Pay Per Click

Google PPCFacebook PPC

Google PPC

Your website can be here with an effective PPC campaign

A general search by a prospective user

Google PPC

Facebook PPC

• Promoted Ads on Facebook

– Website– Facebook Page

Online Reputation Management

Online Reputation Management

Good Online Reputation Management involves participating in the right social media networks, interacting with industry bloggers & answering reviews

ORM Approach

• Our Initiatives in Online Reputation Management Include:– Closely monitor online chatter.– Built out extensive web site and link building networks that facilitate our

ability to shape search results.– Monitor your feedback on leading review channels and manage user

generated content.– Monitor and manage your listing on leading review sites. Optimize listing

with pictures and keywords.

• For our Clients– For our clients belonging to the verticals of travel and hospitality, we cater

to leading review sites like TripAdvisor, Expedia.com and Hotels.com.– We post management responses and focus not only on building your

reputation but also branding your services as we focus on increasing your visibility on various review channels.

PR Newsletter/ Blog

• Newsletter initiatives once a month to promote your property• A Public Relations oriented blog that will be included with your

sub-domain will increase reach of your brand name in the virtual world