Banyan Tree Group

MULTI-CHANNEL DIGITAL ACTIVATION

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BRIEF

The Banyan Tree Group (BTG) had wide-ranging requirements that included SEO and search engine marketing as well as data analytics which they took to Mediatropy for its multidisciplinary expertise. The multi-channel digital activation aimed at improving organic traffic targeting domestic travelers and countries with open borders to improve on the customer journey, from awareness to bookings. To further ensure the campaign monitoring, Mediatropy audited BTG’s digital properties and developed a customised data analytics dashboard for real-time and accurate reporting.

Challenges

The effects of the pandemic on hospitality and tourism, the scale and complexity of the project, and the need to train the client in data practices presented a formidable overall challenge.

Approach	Mediatropy identified the unique selling points for each hotel and performed keyword research to identify the terms used for each market and region. We also identified the business goals and performed a comprehensive data audit to discover data quality issues.
Execution	SEO migration and close collaboration ensured all technical recommendations were correctly implemented. Our team also developed a centralised analytics dashboard to facilitate quick insights into e-commerce performance. To retarget interested users, we ran image ad carousels on multiple platforms.
Result	Leveraging the expertise of its various in-house teams, Mediatropy achieved the following results for the Banyan Tree Group:

CASE STUDIES

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Case Studies

71%	Organic Traffic Uplift and 62 Keywords on Page 1 for the Angsana Website
32	Organic Traffic Uplift and 45 Keywords on Page 1 for the Banyan Website
73	Rooms Booked in 3 Weeks
91%	Data Quality Uplift for Angsana
71%	Data Quality Uplift for Banyan