‘Lucky’ Super 8 Hotel Case Study

In Japan, the word shi means both “four” and “death”, which makes the number 4 unlucky. But the word faat means both “8” and “prosper”, so is a lucky number.

Certainly the number 8 has worked out well for Super 8 Hotels, the world’s largest budget hotel chain.

(The origin of the name is actually the original price of a room, which in 1974 was $8.88. Now that’s a deal!)

Budget Hotels – A Crowded Online Market

Today, like many chain hotels, Super 8 competes in a crowded online marketplace for traveler and tourist visits.

I was part of a 2-person team hired to optimize several Super 8 hotel websites. My role was to create a strategy, and to write SEO copy to improve search visibility for a large number of identified target phrases.

As part of a promotional strategy for hotels, it’s important to remember to tie the hotel to major nearby locations. With these projects, I incorporated references to popular tourism attractions, sporting facilities, and major highways in the areas to capture searches from travelers looking for hotels “near…x” – x being an activity, event, or major landmark such as a highway.  Location and attraction information is important, authentic, and useful info that is as relevant to customers as it is to search engines.

SEO Results: Search Traffic Increase up to 80%

As a result of our SEO changes we dramatically increased search rank for an expanded set of over 80 search terms. We raised search-source (SEO) site visitation by over 30% for all properties and up to 80%.

For another tourism example, see my ski resort SEO case study or provincial tourism portal SEO case study.


 



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