STRATEGIC CONSULTING: DIGITAL MARKETING SUPPORT
SH HOTELS
& RESORTS
ABOUT
SH Hotels & Resorts, an affiliate of global private investment firm Starwood Capital Group, is a hotel brand management company that operates 1 Hotels, Baccarat Hotels, Treehouse Hotels, and SH Collection properties.
Leveraging its marketing, design, operational, and technological expertise, SH is the force behind some of the most groundbreaking and dynamic hotel brands in the world.
The OPPORTUNITY
In order to better understand the company’s current assets and identify future opportunities, new leadership at SH Hotels & Resorts needed a comprehensive audit of its existing properties.
The Action
SH Hotels & Resorts engaged 1AX to complete a digital marketing audit of its properties. When we delivered the audit, which highlighted the team’s successes and offered insightful suggestions, SH Hotels & Resorts was so pleased with our work that we were asked to stay on retainer as an extension of the digital team. Working closely with SH Hotels & Resorts leadership, we implemented a wide range of our recommendations.
The Results
We improved analytics by streamlining digital marketing reporting using Google Data Studio and working with vendor partners to improve Search, Meta, TripAdvisor, and Expedia travel ad tactics and strategy.
We led all website and media conversion testing and assisted with the migration, configuration, and reporting of new email marketing and CRM systems. We configured mobile app content and defined app content strategy, and we supported the team and vendor partners in the development of new websites. Our efforts improved Paid Media ROAS by 6.4% and led to the creation of six new websites and two mobile apps. It’s been a pleasure to work with SH Hotels & Resorts as they’ve expanded. Since we started together, they've opened three new hotels and established an impressive development pipeline.
6%
Increase in paid media roas
2
mobile apps launched
5
new website builds
45
Conversion Rate Optimization Tests Conducted
“It’s been a pleasure working with Leigh. She’s sharp, dedicated and drives results. She has had a major hand in shaping the global digital strategy for SH Group and her broad industry perspective is invaluable.”
Arash Azarbarzin,
CEO + President
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