Categories: SEM

New Site Design = Increased ROI [Case Study]

InterContinental Mark Hopkins San Francisco is a luxurious landmark hotel situated in the heart of the city’s downtown area near Union Square.  Prior to Milestone, the hotel had an informative website, but it was lacking the necessary features to do well in search engine results pages.  In turn, making the site less visible to prospective travelers to San Francisco.  InterContinental Mark Hopkins San Francisco worked closely with Milestone to develop a captivating new hotel website that is well optimized for search engines, but also showcases the hotel’s luxurious offerings.

Milestone carefully tailored the methodology to the specific needs of InterContinental Mark Hopkins San Francisco, while following sophisticated search engine guidelines. The goal of the new website is to drive search and mobile traffic for the property, leading to increased online revenue.

What Milestone Did:

1.  Research – Developed a holistic digital marketing strategy by first conducting thorough research regarding the location of the hotel, other local attractions/demand generators, and the unique positioning of the business.

2. Content Creation – Once the strategy was finalized, Milestone created search engine optimized content for the website. Each page was focused on a unique keyword theme or category, making it more search engine friendly.

3. Design – Milestone customized the architecture and design of the site to reflect the unique selling points of the hotel, while using the latest Google webmaster and SEO guidelines. Overall, the goal is to provide informative content in a simple, easy to navigate website architecture that makes it easy for travelers to make a reservation.

4. Promotion – Several promotion strategies were implemented for the property, including organic and local promotion.

5. Social Media – As social media continue to influence search, Milestone implemented several social media sharing features on the site to encourage social engagement.

The website launched on October 26, 2012. Since then, the website has been performing extremely well!

  • Average of 80x ROI per month
  • Site traffic increased 119% year over year

Milestone also recently won two awards for the design and online marketing strategies of Intercontinental Mark Hopkins San Francisco’s hotel website:

  • Communicator Awards – Silver Award of Distinction for Website Design and Promotion
  • Horizon Interactive Awards – Website Development and Promotion – Bronze Website Award

Contributed by:
Lauren Adams, Product Marketing Specialist
Jamie Lesperance, Sales & Marketing Specialist


Ready for amazing ROI through a well-developed online marketing strategy? Contact us at or (408) 492-9055.

Source: Paid Search


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