Montage Resort & Spa, which opened in February 2003, is a 262-room ultra-luxury resort located in Laguna Beach, California, serving both affluent leisure travelers and group business clientele. The property is the recipient of many prestigious awards including: Conde Nast Traveler’s Annual Reader’s Choice Awards – Ranked #2 U.S. Resort (November 2004) and Spa Montage – Five Stars from Mobil Travel Guide (April 2005), “100 Best Places to Stay” – Robb Report Luxury Resorts(2006), Voted One of “The World’s Best Hotels” – Travel + Leisure Magazine (2006), and “Best of the Best” –Celebrated Living (2006).
The Challenge
As the flagship property for a new luxury hotel brand, Montage Resort & Spa, Laguna Beach, initially approached Sabre Hospitality to design a Website and develop and implement a fully integrated, strategic online marketing program that would:
- Establish and promote brand awareness for a newly-formed, ultra-luxury hotel company/brand
- Position the flagship property online during critical stages of the resort’s opening phase, as well as into the future
- Generate and increase qualified leads, conversion potential and significant revenue sources to meet ambitious online sales goals
The Solution
Sabre Hospitality developed a comprehensive Digital marketing program to include a diverse range of online and e-commerce solutions that would initially establish the Montage brand online and evolve to maximize awareness and generate direct revenues.
- Design, development, launch and continual enhancements of an innovative Website that intimately reflects the branding, image and attributes of the exclusive property and translates the luxurious and elegant experience of visiting the property within the actual Website visit. Innovative features include:
- E-Commerce Functionality:
- E-commerce Store (www.montageshops.com)
- Online Catalogue
- Online Concierge
- Mini-Sites: Spa, Meetings, Weddings (which are independently marketed and optimized)
- Online RFP/Interactive Proposal Service (IPS) Integration
- Extensive CRM/PHP Data Collection
- Integrated Email Marketing program and customized Email Campaigns: (including a flash-based, robust bi-yearly e-newsletter): www.montageimpressions.com)
- Customized Search Engine Optimization and Marketing Program
- Customized Interactive Media and Linkage Partnership Program
The Results
- Direct revenue generated via the Website increased 35% from 2005 to 2006. 44% of this revenue was generated by Search Engine based visitors to the Website.
- Montage Shops (www.montageshops.com) revenue increased 17% from 2005 to 2006.
- Actual room nights generated via the online booking engine increased 61% from 2005 to 2006.
- Online Request for Proposals (RFPs) increased 96% from 2005 to 2006 due to strategic push marketing on Website.
- As a result of the Digital Marketing program implemented, search engine traffic increased over 100% in the 1st year of the program.
- The Website is the recipient of the prestigious HSMAI Golden Click Award and the Web Marketing Association’s Standard of Excellence Award.
- The Montage Studio website is the recipient of the Web Marketing Association’s Best Restaurant Website Award for 2006