Business Solutions
As part of my internship project at The Social Hub, a hospitality chain operating in 23 countries across Europe, I developed and executed a campaign dedicated to improving the B2B travel program webpage. The campaign targeted travel agents, those who book travel services for their employees, while keeping business travellers, who serve as a secondary target, in mind.
From researching and creating an advice plan to executing the campaign, the challenge was:
“How can The Social Hub develop and execute a content strategy to increase traffic to its B2B business program page by 15%, within six months, specifically targeting business travel bookers as the primary audience and corporate travellers as the secondary audience, through online channels?”
Process
Interviews with the Dutch-based colleagues from the sales and growth marketing departments
Desk research (internal documents)
Surveys targeting travel agents and business travellers (135 respondents)
Desk research (Google Scholar, marketing articles)
SEO research (Using Ahrefs)
Desk research (Competitor’s website, social media, and email communication)
Interviews with colleagues located in Spain, Italy, and the Netherlands
Interviews with B2B marketing experts from Team Lewis and Vodafone
The media used appeals to younger audiences instead of business travellers, contradicting the company’s rebranding from The Student Hotel
Room types is not a critical deciding factor to the target group
Benefits and clients list was outdated and did not match with the current business program
Before
Created a brochure to provide more information to decision-makers, serving as a website call-to-action and a resource for the sales team.
*click on the image to view the brochure
The gallery component used was not user-friendly
Implementation
The text did not target the correct audience, appealing to business travellers instead of travel agents (the decision-makers)
The program previously titled “TSH for Business” was unclear to the target (based on the survey) and was only highlighted in the page footer, limiting visibility
After
A B2B-focused photoshoot was carried out to update the media with an older and more diverse audience
Collaborated with the copywriter to create SEO-driven copy based on survey insights for travel agents.
Added two benefits components that cater to the needs of the travel agent, as the decision maker, and the business traveller, as the end user
Updated the gallery component to highlight the company’s strengths (e.g. events, meeting rooms, etc.)
Prioritised components based on critical decision factors and the company’s strengths to better sell the program
Worked with an external translation agency to translate the page to the five most common users' languages, improving user experience
Incorporated a hotel locations map to better appeal to the target and added an FAQ to address frequent questions, improving customer experience
Renamed the program to “Business Travel” based on SEO for better clarity and added promotional blocks in other relevant pages such as “Meeting & event spaces“, “Cowork“, and “Extended Stay“ for more traffic
Copywrote the metadata description based on SEO to maximise traffic
Included a testimonial and updated the clients’ list to enhance credibility
Results
*
Results *
30%
Increase in web traffic
Skills developed
Primary research
Survey
Interview
Data analysis
Ahrefs (SEO) &
Google Analytics (data)
Campaign management
In collaboration with 4 other
departments