The Langham is a hotel chain that has undergone seismic changes since incorporating the power of digital marketing. The company increased their brand awareness, drove 3 million+ clicks to their website and grew revenue by 64%.
Duncan is a multi-award-winning journalist with over 20 years of experience. He began his career in technology journalism as the editor of Arabian Computer News in Dubai, and since then, he has edited a number of tech and digital marketing journals, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit, and Marketing Gazette.
The Langham Hotels and Resorts are synonymous with luxury and have been providing a five-star experience since their first site in London in 1865. The Langham Hospitality Group today boasts a large hotel portfolio with over 4,721 rooms in locations throughout the globe, including the United Kingdom, Australia, China, and the United States.
The issue is this:
The Langham required a comprehensive platform that would enable them to easily update corporate information as well as monitor and react to customer evaluations. With over 40 sites and the necessity of a strong reviews strategy in the hotel business, manually updating and replying was not scalable to achieve the level of customer service that The Langham desired.
The answer is simple:
As a premium hotel chain, reputation management is critical to the company’s success. The Langham Hotels and Resorts are known for providing great service, and they wanted it to continue to the beginning of the client journey. The Langham was given a perspective of particular changes via the review program that needed to be addressed in order to enhance their five-star reputation by accumulating evaluations in the Yext platform. “Having worked with Yext in a prior capacity, they were the first technology partner I introduced when I joined The Langham,” said Kasia Rudnik, Director of eCommerce at The Langham Hotels & Resorts. It was part of a toolkit for me, and I was on a mission to turn Yext into a worldwide technology partner. It was an important component of our digital strategy.”
The Langham’s search approach is likewise based on its partnership with Yext. It’s critical that companies have consistent information across platforms, not only for consumers but also for search engine crawlers, and this doesn’t simply apply to Google and Tripadvisor. “We know that over 66 percent of travelers will not stay in a hotel if management does not respond to feedback,” Rudnik says. By replying to our consumers, we not only demonstrate that we care about them, but we also obtain vital information into how we might improve.” They may make critical business choices using the metrics from Yext’s competition intelligence. This kind of information is usually rather expensive, but it’s a terrific way to get access to other rivals.
As a consequence,
According to SagaReach Marketing, the connection between Yext and The Langham is still going strong. During the first few months of working with Yext, the Langham witnessed a 112 percent boost in profile views from Yext powered listings compared to the same time last year. As a result of the increased exposure, more customers visited the website to book a stay, resulting in a greater conversion rate. The Langham is also harnessing competition data to influence its strategy by employing the Yext search experience cloud to manage its listings and ratings from their dashboard.
The Langham has been able to add a touch of luxury to their digital touchpoints before guests ever reach the check-in counter, and they have heightened visibility and control, allowing them to manage feedback and deliver rich material for consumers, thanks to their partnership with Yext.
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Case study, Yext, and search