Objective

Hilton wanted to improve the content on their website to better market the hotel properties and their locations. In addition they wanted to increase traffic through natural search and drive bookings by providing original destination guides tailored to their customer demographic and tightly integrated with their hotel inventory.

Strategy

Frommer’s Unlimited created a specialist editorial team, trained in the Hilton brand guidelines, to write premium property descriptions of over 350 hotels. Our editors audited and offered consultancy on the existing copy and then created tailored high quality normalised hotel descriptions across the multiple properties. Our editorial team improved the quality, accuracy, consistency, search optimisation and searchability of the hotel content across disparate properties and regions.

Frommer’s Unlimited also produced 50 custom destination guides relevant to the location of the hotel properties and with information tailored to their customer demographic e.g restaurant recommendations suitable for business and good jogging routes. The guides also included practical information, top sights, nightlife, shopping and the best cultural venues. The guides were fully integrated with our events listings, weather forecasts and airport guides. For key cities like London, WOW also built highly visual FLASH maps showing where Hilton properties were located and the key attractions, shops and restaurants nearby.

Results

Travolution, the online travel trade magazine, rated the site as 23/25, the highest rating for content in their road test. They described the quality, quantity and variety as outstanding.

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