Everything said online about a hotel is important, really important. Whether it’s good or bad, a sequence of bad comments can mean your establishment loses online presence. On the other hand, good reviews can put it at the top of the list.
This is the case of the Boutique Hotel Posada Terra Santa, which is now at the top of Trip Advisor’s list for urban accommodation in Palma. It has also managed to place itself 4th among all the establishments in Mallorca.
To give some background information, Hotel Boutique Posada Terra Santa, is a hotel set in an old manor house that dates back to 1576, located right in the city centre. Since it opened in May, its trademarks have been comfort, luxury and exclusivity.
However, the way to the top was not easy. Innwise first launched an Interstitial site for the hotel, that allowed them to index the hotels initial content so it was able to gain organic positioning (SEO) and later, in April, the final website was launched. At the same time it was registered in the different OTAs and Meta-search engines. These steps were taken before the hotel opened in May. The rhythm of growth of all these channels, including the direct channel, allowed for an excellent occupation level.
This high occupancy has been well managed by the hotel’s staff and this fact along with the quality offered at this establishment, has gained it the sought-after top position in TripAdvisor. A great reward for all the effort put forth.
It is well planned strategy that has helped them achieve this position. The commitment Posada Terra Santa has with Innwise is the result of a full plan of action including: SEO, SEM, Social Media Marketing, Email Marketing, Online reputation and Channel Management.
We used this occasion to interview Tomás López, manager at the Boutique Hotel Posada Terra Santa, and ask him to explain in more detail what this alliance with Innwise involves as well as what future projects are in store for the hotel.
How has working with Innwise helped when opening the hotel?
It was crucial for us to feed off their “know how” in this field, this helped us launch a new product into the market, a task that is always complicated because of the amount of different elements that need to be taken into account.
Innwise has collaborated, directly or indirectly with all these elements, from the design phase though to the product development and distribution phase
Talking about distribution, do you only work with Innwise when it comes to direct channel management?
Apart from developing and managing the direct channel, we decided to use Innwise when it came to Channel Management, right from the beginning, Innwise registered the hotel in OTAs, Meta search engines, consolidators, etc. and of course, Online Reputation (we are thrilled to be first on TripAdvisor, bearing in mind we only opened in May), and Online Marketing too. From the attraction phase right down to the interaction with users through the social networks.
What is the next step?
Presently we are designing a new marketing strategy and also putting into action a strategy that will help us over the winter months. We also have a few projects on the go that should be ready soon and that we are really excited about, especially after the success of the Posada de Terra Santa so far. We can tell you about two of these:
We are developing a series of packages that will be on our website and integrated with the Idiso Booking Engine
On the other hand, we are recording a video with Dron, as well as one of the hotel’s interior, hoping that this method will help promote the seasonal campaigns. Any measure seems insignificant if it means maintaining this privileged position. And we know the hardest thing isn’t getting there, but staying there.
Is there anything else you would like to mention?
We would like to thank our clients for their reviews, as these are what keep us motivated to keep thinking up future projects and fighting daily to improve and keep this wonderful position that they have awarded us with in the Palma de Mallorca hotel ranking.