Goal
Role
The Inns of Sanibel website operates in a small but highly competitive niche. During COVID, the major lull in travel created a need for intense, multichannel marketing that capitalized on every drop of available demand and encouraged guests to book directly in order to avoid expensive fees from predatory third-party booking websites.
Setting up our data architecture with Google Analytics as the central repository has given us a clear-eyed mutichannel understanding of how our guests move through their vacation consideration process. These insights have had substantial influence on our keyword strategy, paid advertising spend, worthwhile SEO backlinks, and user experience optimizations. Our keen eye on demand outlook helped Inns of Sanibel coast through the worst months of COVID and capitalize to the fullest extent during virus lulls and travel surges.
