Araliya Hotels & Resorts

Statement of Communication

The primary marketing goal of this project was to strengthen Araliya Hotels & Resorts’ online presence as a leading hospitality brand in Sri Lanka and to maximize direct bookings & conversion rate through its brand website, reducing reliance on OTAs. The strategy aimed to tackle three key challenges.
Limited visibility of The Brand Website - While the properties were generating bookings through Online Travel Agencies, the official brand website was underperforming, contributing to lower direct bookings and reduced profitability. This limited their share of bookings and the brand was heavily reliant on OTAs, resulting in higher commission costs and less control over the guest experience.
Inefficient booking Funnel and Limited Direct Booking Incentives: The booking process included additional steps and lacked clarity in presenting special offers, which created friction for users to complete bookings. Additionally, the brand website offered few compelling direct booking benefits compared to third party platforms, leading potential guests to favor OTAs over booking directly. Rate Disparities and Non Flexible Cancellation Policies: Differences between the brand website rates and OTA rates, along with restrictive cancellation policies, discouraged guests from booking directly, limiting direct bookings and impacting overall revenue and profitability.
To overcome these challenges, eMarketingEye executed a comprehensive digital marketing and website optimization strategy. This involved a website facelift alongside a reassessment of the booking funnel and emphasizing direct booking benefits with flexible cancellation policies to maximize the Brand.com performance.
SEO initiatives were strengthened to boost organic visibility, while strategically targeted Google campaigns executed to engage with potential audiences. The ultimate goal was to enhance visibility & drive direct bookings with higher conversion rates,and solidify Araliya Hotels & Resorts’ position in the market.