Pangkor laut resort - digital marketing mba 2 a

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Pangkor laut resort - digital marketing mba 2 a

  1. 1. PANGKOR LAUT RESORT By Lauriane Laurent & Deborah Bomstein HOTEL RESEARCH ANALYSIS
  2. 2. PURPOSE  Searches for the hotel site itself using different keywords  Searches for the 3rd party sites  Conclusion CONTENT  See how effective the hotel is on working on digital marketing by observing its visibility on organic researches for both its own site and the 3rd party sites.
  3. 3. The hotel appears at the top of the first page when we type “Pangkor Laut Resort”. It is a good thing but it could improve its results by adding its location on a map.
  4. 4. With the key words used above, the hotel appears in the top 10 on the first page. The hotel did a good job as it will be visible by most of the internauts.
  5. 5. Here, we see that the hotel is present on the 1st page but it is at the bottom of the page. The result could be improved by using SEO strategy.
  6. 6. While the hotel is a Leading hotel in Malaysia, it does not appear on the first page. It will be interesting for them to improve their visibility on this page.
  7. 7. The hotel does not appear when we type « 5 star hotels in Malaysia ». It is a shame because this research shows most of the luxirious hotels in Malaysia. We think that the hotel definitely needs to improve its visibility by adding more keywords.
  8. 8. Our hotel appears on the first page with this search and the 3rd party sites promote it directly at the top advertisement banner. It is a good visibility for the hotel.
  9. 9. When we type the name of our hotel, it appears on many 3rd Party websites, such as booking.com, agoda.fr, leadinghotel.com, directour.com and hoteltravel.com. We think that it is a good strategy to be present in such sites as it is a way to maximize its chance to sell its rooms.
  10. 10. The 3rd Party site Agoda promotes well the hotel around the world, which is a smart way to attract foreign customers. For instance, in the French website, the text that promotes the hotel is very attractive and different from the hotel website. Many pictures are also available .
  11. 11. On Booking.com, the promotion is well done as well with a very appealing text and images. There is even a good review from a customer at the top of the page and many other comments are available.
  12. 12. CONCLUSION  We think that Pangkor Laut Resort is doing a very good job at promoting its hotel both through its own site and through the 3rd party sites.  However, the hotel could improve its visibility for some key words and use the map tool to increase its sales potential.

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