Days Inn La Crosse

How the Days Inn La Crosse Doubled Organic Traffic and Quadrupled Conversions

Property Profile

Property Type

Chain Hotel

Number of Rooms

147

Location

La Crosse, WI

Customer Since

October 2012

Lisa Adams never envisioned that her love of theatre would help her as a hotel marketer – but it does. By studying the art of theatre, and previously working in television and radio, Lisa understood the power and importance of storytelling.

When she joined the property as Sales & Marketing Coordinator in December 2013, Lisa began assisting the Director of Sales with marketing the hotel in what she called “a little unconventional ways.” She made the hotel’s location – La Crosse, Wisconsin – an integral part of her hotel’s story and marketing efforts. She focused on “Exploring La Crosse” and the variety of family fun and activities the area had to offer.

She knew that if she could effectively communicate through rich and engaging visuals and show the benefits of the hotel’s location to travel shoppers, she would have a leg up on the competition and ultimately improve key performance numbers.

But it wasn’t as easy as she thought it would be – the technology Lisa had to rely on was outdated, their website didn’t look modern and it was hard to navigate – meaning travel shoppers were leaving the site without booking.

The Challenges

In addition to telling a better story, Lisa, now the hotel’s Director of Sales & Marketing, recognized the need to reach more travel shoppers across the channels and devices they use to book travel. Her hotel’s vanity website was in need of an update: she said it wasn’t driving enough organic traffic and her booking conversions were low and below industry average.

“No one was finding our website. We didn’t have web galleries, our content was outdated and there wasn’t a lot of it. It looked like it hadn’t been updated in a long time,” she said.

There were a number of contributing factors impacting this challenge and she knew if she could update the look and feel of the website, make it more modern and easier to navigate, and ultimately find an all-in-one system to manage her story across multiple sales channels, she’d improve the performance of her marketing across her direct and indirect sales channels.

Days Inn La Crosse Website: Before and After

The Solutions

Lisa chose Vizlly, Leonardo’s Multi-Channel Digital Marketing System, to help solve these challenges. Lisa was already a believer in the power of visual storytelling – now she needed the tools and vehicle to better reach and engage online travel shoppers.

One of the first things Lisa did was use Vizlly to create a visually driven website, customized to match her property’s branding, color schemes and unique look and feel.

Using Vizlly, Lisa created stories about the property’s key selling points including its meetings and events facilities, its onsite restaurant, Heroes Bar & Grill, as well as “Explore La Crosse!” – its local area and attractions – and publish them to all the channels that travel shoppers were searching for accommodations like hers – her new website and mobile optimized websites, social media apps and third-party travel channels like OTAs.

“I wanted to provide helpful information so that visitors can get something out of our website, whether they end up booking or not,” said Lisa. “I started adding content on local attractions and then I started to use it as a sales tool – I was advertising for those local attractions so I reached out to see if they’d put our booking links on their websites. Referral traffic is up considerably, thanks to all those tie-ins I have from those other websites.”

Since Vizlly is a complete digital marketing system, Lisa only has to do the work once and can publish it everywhere.

“The system I was using to update my previous website was really slow and hard to manage. I would go in at least once a week to make edits on my website, update things and it would take three or four hours a week. Now with Vizlly, I can pop in and quickly change things and it takes me five or 10 minutes – and the change are reflected across multiple channels, all at once,” said Lisa.

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“Travel shoppers come to the website and they see the booking widget right away. It completely stands out.”

Lisa Adams, Director of Sales & Marketing at Days Inn La Crosse

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Doubled Organic Traffic and Quadrupled Conversions

Lisa had four specific indicators of success she was looking to achieve with Vizlly:

  • Is organic traffic increasing?
  • Is the website visually driven and modern?
  • Are conversions increasing?
  • Is it easier to make changes to her marketing across multiple channels?

In just two and a half months, she’s achieved success across all four.

Organic Traffic Doubled
  • Before Vizlly (August 2015)
  • After Vizlly (September and October 2015)

During that same period, the purchase intent (actions taken by travel shoppers that indicate an intent to purchase) of travel shoppers visiting their desktop and mobile sites has more than doubled.

“The clicks to our booking engine are much higher than our old site,” said Lisa.

One of the reasons, she said, is because the Vizlly website layout is so clear and easy to navigate. “Travel shoppers come to the website and they see the booking widget right away. It completely stands out.”

Purchase Intent Quadrupled YoY

September 2014 (148 Clicks)
October 2014 (124 Clicks)
August 2015 (370 Clicks)
September 2015 (600 Clicks)
October 2015 (694 Clicks)

Vizlly has helped Lisa better market the Days Inn La Crosse on all the channels and devices travel shoppers are searching for accommodations. She’s now able to solve her biggest challenges – and her hard work is definitely paying off.

Not only has she increased traffic and conversions, Lisa’s exceeded all her sales goals in the past year, winning her three HostMark Hospitality awards.

“It’s just so much easier now. I love Vizlly. I’d absolutely recommend it,” she said.

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