Volt Studios | SEO agency in canada
Book Your Strategy Call

CASE STUDY

Mount Peyton Hotel

We developed a booking-optimized platform for Mount Peyton Hotel including website design, development, local SEO, and PPC campaigns. The task involved driving direct bookings while maximizing occupancy across business and leisure traveler segments in central Newfoundland's competitive hospitality market.

bannar 9 | Mount Peyton Hotel |

Description

AREA

 Newfoundland & Labrador

INDUSTRY

Hospitality

INVOLVEMENT

Website Design, Web Development, Local SEO,

THE BRIEF

A booking-optimized platform for a regional Newfoundland hotel.

Mount Peyton Hotel serves business and leisure travelers in central Newfoundland. The goal was to drive direct bookings, maximize occupancy year-round, and establish the hotel as the preferred accommodation choice in their market while reducing costly dependence on OTA platforms.

The Challenge

Regional hotels face competition from chain properties with national marketing and OTA platforms taking significant commission. Mount Peyton needed to maximize direct bookings while serving multiple traveler segments with different needs and booking patterns.

Key challenges included:

  • High OTA commission fees (15-25%) reducing profitability on each booking
  • Competing with chain hotel marketing budgets and brand recognition advantages
  • Seasonal tourism fluctuations with winter occupancy challenges in Atlantic Canada
  • Serving both business and leisure travelers requiring different marketing approaches
  • Building regional market awareness beyond immediate Grand Falls-Windsor area
  • Converting website visitors to bookings competing against OTA convenience
  • Limited budget for marketing compared to franchise properties
  • Geographic isolation requiring strategic targeting of traveler origins
  • Conference and group business requiring dedicated sales approach
  • Rate parity requirements with OTAs limiting pricing flexibility
confident good looking girl with curly hairstyle look camera self assured sassy smiling pointing upper left corner introduce amazing product give recommendations e1768406505697 | Mount Peyton Hotel |

The Solution We Implemented

Direct Booking Website

  • Integrated booking engine with real-time availability and instant confirmation
  • Room types with detailed information including photos, amenities, and bed configurations
  • Local area and attraction guides positioning hotel as regional travel hub
  • Conference and event facilities showcasing business meeting capabilities
  • Special offers and packages exclusive to direct bookings incentivizing channel shift
  • Mobile-optimized booking experience critical for last-minute travel bookings
  • Guest reviews and testimonials building trust and credibility
  • Virtual tour allowing exploration before booking commitment
  • Best rate guarantee matching or beating OTA pricing

Dual Market SEO

  • Content for business travelers emphasizing location, amenities, wifi, workspace
  • Tourism and leisure targeting highlighting attractions, activities, and natural beauty
  • Local area attraction optimization appearing in destination research
  • Conference facility searches targeting meeting and event planners
  • Route and location content for travelers passing through central Newfoundland
  • Seasonal tourism content promoting winter experiences beyond summer season
  • Corporate rate programs for regional businesses with frequent travel
  • Event calendar integration aligning with regional festivals and events

Booking Conversion PPC

  • Geo-targeted campaigns focusing on key traveler origin markets
  • Seasonal promotions capitalizing on peak and shoulder season opportunities
  • Corporate rate programs promoted to regional business communities
  • Retargeting for booking abandonment recapturing users who didn't complete reservation
  • Branded campaigns protecting against OTA bidding on hotel name
  • Event-based targeting promoting accommodation for specific regional events
  • Mobile-specific campaigns capturing last-minute booking searches
  • Day-of-week bidding adjusting for business vs. leisure search patterns

The Unique Approach

1. Direct Booking Incentives

Creating advantage over OTAs:

  • Best rate guarantee ensuring direct bookings receive lowest available rate
  • Exclusive direct booking perks including room upgrades, late checkout, welcome amenities
  • Loyalty program integration rewarding repeat direct bookers
  • Free cancellation matching OTA policies while keeping commission dollars
  • Flexible modification enabling changes without penalties
  • Member-only rates for returning guests booking direct
  • Package exclusives available only through hotel website

 

2. Regional Hub Positioning

Emphasizing central Newfoundland location:

  • Central Newfoundland location advantage as base for exploring region
  • Business center for regional travelers serving Gander, Exploits Valley, Baie Verte Peninsula
  • Gateway to attractions promoting access to Notre Dame Bay, Gros Morne, Twillingate
  • Route positioning as logical overnight for Trans-Canada Highway travelers
  • Local experience emphasis connecting guests with authentic Newfoundland culture
  • Regional event promotion aligning hotel with community happenings
  • Insider’s guide to central Newfoundland attractions and activities

3. Multi-Segment Strategy

Serving diverse guest types:

  • Corporate rate programs for regional business accounts
  • Tourism packages combining accommodations with attractions and experiences
  • Event and conference hosting for meetings, weddings, reunions
  • Seasonal promotions targeting different traveler motivations
  • Extended stay options for business projects and seasonal workers
  • Group travel coordination for tour operators and associations
  • Government rates for public sector travelers

4. Year-Round Revenue Management

Reducing seasonal occupancy variance:

  • Winter promotion strategies overcoming traditional slow season
  • Business travel focus during off-season when tourism slows
  • Event partnerships creating accommodation demand around regional events
  • Conference marketing generating mid-week and off-season bookings
  • Local resident programs encouraging staycations and special occasions
  • Shoulder season packages incentivizing travel outside peak periods

Results & Impact

  • Increased direct booking percentage from 35% to 58% of total reservations
  • Reduced OTA dependency saving $95K+ annually in commission fees
  • Improved year-round occupancy from 62% to 74% average
  • Established market leadership position in central Newfoundland hospitality
  • Created sustainable booking growth with predictable revenue patterns
  • Achieved 25% revenue increase year-over-year through channel optimization
  • Expanded corporate account base by 40% through B2B marketing
  • Developed conference and group business generating shoulder-season occupancy
  • Increased average booking value by 18% through package and upsell optimization
  • Built guest database of 5,000+ for remarketing and loyalty programs

Final Takeaway

Mount Peyton Hotel demonstrates how regional independent hotels can compete effectively against chains and OTAs through direct booking optimization, multi-segment marketing, and emphasis on local authenticity while maximizing revenue management across seasons.

What Do Our Client Say About Us?

" Volts Studio helped us compete with chain hotels by maximizing direct bookings. The website is beautiful and functional, and their dual strategy for business and leisure travelers has improved our year-round occupancy. Reducing OTA fees has directly impacted our bottom line. "
William Roberts, General Manager