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Excerpt from the HSMAI & Milestone eBook
This eBook addresses the most pressing challenges and opportunities presented by advancements in Artificial Intelligence (AI) and the increasing importance of personalization, rich media, and ancillary revenue streams.
Background
Preferred Hotels & Resorts represents over 650 hotels and unique destinations globally, forming the largest portfolio of luxury, upscale, and upper-upscale independent properties. The project aimed to optimize the brand website, loyalty program, and Beyond Green, Preferred’s sustainability services, with SEO. Strong SEO capabilities are crucial for Preferred’s GTM (go-to-market) plan to drive awareness, consideration, and bookings across their diverse portfolio. Milestone was selected to support Preferred’s digital marketing needs.
Solution
Milestone deployed schemas (structured data) on the brand website to enhance organic search visibility. Schemas help search engines better understand website content, resulting in improved organic performance.
Additionally, Milestone worked with the Preferred executive team to develop dashboards and business intelligence tools to effectively represent individual hotels within the portfolio. These efforts leveraged the content of the hotels to support the Preferred Hotels & Resorts brand, promote cross-selling, and drive guest engagement with Preferred’s loyalty program, I Prefer.
Outcome
Preferred chose to outsource to Milestone to access their cutting-edge skills, knowledge, and experience with SEO, which would be challenging to replicate with an in-house team. Milestone’s efforts have allowed Preferred to manage the complexity of over 600 individual hotels with rich content, significantly improving website traffic. The business intelligence solutions provided by Milestone, through sophisticated dashboards, have broadened the team’s knowledge and informed their marketing efforts. In addition to enterprise-level support, Milestone supports over 30 Preferred hotels with their own websites, resulting in increased revenue, leads, and organic traffic performance for these hotels.
Summary
Milestone’s sophisticated data dashboards and services, combined with website technology featuring a personalized engine and AI content studio, make them an invaluable partner for Preferred Hotels & Resorts and their members.