The document discusses conducting a website audit and redesign for the Radisson Blu Hyderabad hotel. It analyzes the current website and identifies several areas for improvement, such as outdated design, poor navigation, lack of social media integration and SEO optimization. The proposed redesign focuses on strengthening the brand, improving usability, driving bookings through calls to action and optimizing the site for search and social media. Key elements of the new design include prominent placement of the logo, images and packages to attract visitors.

2. Radisson Blu Hyderabad
Website Design and Digital Plan

3. Objective
Website Design Strengthen
• Add UI/UX Digital Presence
elements • Search Optimization
• Design to drive • Paid Search
bookings
• Social Media
• A new domain for
• Online Reputation
the Hyderabad
Property

4. Index
• Industry Overview
– Online Facts
– Design Benchmarks
• Radisson Blu Plaza Hotel Hyderabad
– Digital Audit
– Areas of Improvement
• Our Strategy
– Website
– Social Media
– SEO
– PPC
– ORM

5. Industry Overview
Online Fact

6. Online Fact
Purpose of visiting a hospitality website according to
site visitors worldwide, (% of total):
Make reservation: 26%
Find hotel info: 20%
Compare rates: 20%
View / cancel reservation: 7%
Other: 27%
Source -Nooz, November 2011

7. Booking Trend
Source – Google Search Report,2012

8. Industry Overview
Design Benchmarks

9. Hilton Hotels & Resorts
Synchronized design
theme, extension panels, dynamic
layout, Proper highlights and
perfect images.

10. Social Media Integration – Focusing mainly on FB & Twitter

11. Screening all its awards on the home page

12. Booking Engine and all other sections aligned in a very
simple and interesting way.

13. Special offers and newsletter subscription section
aligned in center in a beautiful and simple way.

14. Facebook Profile in Sync with the main website
All tabs in sync
with the theme
of the hotel i.e.
in blue color.

15. Twitter channel in sync with the same theme i.e. on the website and on Facebook as
it makes more sense and uniformity.

16. Other hotels across the world with their websites and
social media channels
Marriott International

17. Marriott Hotels and Resorts

18. Marriott Hotels &
Resorts’
Facebook Page

19. Marriott Hotels &
Resorts’
Twitter Page

20. Radisson Blu Plaza Hyderabad
Website Audit

21. The look and feel of the website is very dull and it is not
conveying the vibrant, contemporary and engaging image
of the brand.
So many links and back
links are making the
website cluttered and
congested.

22. No proper use of the background. The black
background is giving a dull feel to the website.

23. India’s First Dilmah T-bar
is not properly
highlighted/promoted
on the home page.
This section should be
promoted properly on
the home page.
The deals or its brief description should be
visible on the homepage itself.

24. So many navigation creates confusion. The primary and
secondary navigation should be in a proper hierarchy.

25. The inner pages of
the website also
includes a plenty of
steps to check the
basic
Information like rate
and images.

26. The current statistic summary of the RadissonBlu website.

27. Website Analysis Status Suggestion
Page rank is fine. Google Page Rank is largely based
5 upon the number and quality of backlinks a
Google Page Rank (PR) webpage has.
Need to increase Cached Pages, the more pages
21 cached for the website is an important factor for
Total Cached Pages in Site determining your site's rank in the search results.
Total Back Link 12 Need to increase & build more Back Links
Canonical Issue Not Present Fine
The domain is old; Domain age is an important
2008-06-11
Web Site Age factor for search engine.
The keyword density needs to improve by targeting
Average
Keyword Density relevant keywords.
Need to improve H Tags, for eg: - dining page -
http://www.radissonblu.com/hotel-
Present hyderabad/dining
Here, “Fine Hotel Restaurants in Hyderabad” should
H1, H2 Tag Optimization be H2
Need to implement relevant Meta Tags for all web
Present
Title and Meta Tag Optimization pages
Need to add user friendly content and use of
Average Keywords(BOLD) in content body and inter link the
Content Optimization pages through keywords

28. Need to optimize all images through Alt tag.
Not Present
Alt tag Optimization
There is a scope of improvement in Alexa ranking
21,219
Alexa Traffic Rank
Flash Based Website Used The Flash object is fine.
Need to optimize Google Local Listing with major
Present
Google Local Business Listing keywords
Need a proper optimization strategy for site
Average promotion including Content Optimization, On Page
Overall Website Optimization and Off Page for SERP
Internal Link Structure Average Need to Inter Link Pages through Keywords
Search Engine and User Friendly Require Content optimization to make the site
Average
Website search engine and user friendly.
http://www.radissonblu.com/sitemap.xml need to
Present update it on regular basis, it was last updated in
Sitemap.XML March, 2012.
http://www.radissonblu.com/sitemap, It is an actual
Present page of your website that outlines the complete
HTML sitemap structure of your site.

29. More Suggestions:-
• Need to implement “Online Chat” function. Adding live chat options (where a
visitor can talk directly and instantly) to your website will help increase sales &
conversions and improve customer satisfaction.
• We recommended to have approx. 50-100 words content on home page
(www.radissonblu.com/hotel-hyderabad) and the phone no. should appear at the
right top of the page for better conversion.
• Video testimonials of satisfied customers play an important role for new visitor
to acquire the service from the site.
• “Why choose us” section which emphasizes on the benefits of taking services
from you.

30. • Testimonial page should be available on the website; it will impact on the new
visitor to acquire the services from the website.
• Need to improve call to action, special discount banners should be highlighted on
the home page.
• “Free call back” facility wherein a person can mention a phone number and a call is
made to them.
• We would suggest you the new website on domain radissionbluhyderabad.com
• We would also recommend you to build the mobile websites as most of the users
now browse sites through their mobiles and no mobile compatible website means
you are losing those customers.

31. Radisson Blu Plaza Hyderabad
Website Design

32. Purpose
Visitor
SEO
Needs
Website Maintena
Design
Redesign nce
CSS URL’s
KISS

33. Design Approach
• Brand enforcement
 Using brand colors
 Brand Logo and signs
 Tag line
• Web 3.0 based clean design
 Interactive
 Dynamic layout
 Customized view
 Search enabled layout
• End user centric
 Eased navigation
 User friendly/ self help centric
• Call to Action
 Lead generation
 User friendly - Contact Us

34. Proposed Design
A
B
C
D E
F G

35. Proposed Design
A. Logo of Radission Blu would be placed on the top of the website either left or
right.
B. Primary links would be clearly visible on the home page promoting the services
and offerings of the Hotel.
C. Images would cover the maximum part of the website as images are the most
important component of a Hotel Website. The images would be high resolution.
D. Latest packages and latest happening /news of the hotel would pop-up in this
section. The Sunday Brunch section would be promoted here.
E. The testimonial videos of the pleased customers would be placed here in this
section.
F. The text testimonials of some VIPs and VVIPs would be shared on this section.
G. Social Media channels’ link and Tripadvisor/Expedia links would be shared in
this section.

36. Clean and
simple
secondary
navigation
Add a weather
Plug-in so as to
engage and
inform people
of best seasons
to visit a
country/
destination.
This acts as an
added feature
Address and contact number on the home page. Free
call no. would also be there on the home page.

37. Clean and simple internal pages with all most all relevant
information

38. Digital Media Marketing

39. Digital Media Marketing
Social Media Plan
• A revamped social media plan
• Plan to promote Sunday Brunch
• Offline integration with social media
Search Engine Optimization
• Optimized Google search results
• Optimized website pages
Pay Per Click
• Paid Facebook, Google, TripAdvisor ads to generate leads
• Ads to promote Sunday Brunch
• Strategic ads which are target focused
Online Reputation Management
• Manage review
• Content optimization through PR Channels

40. Social Media Plan

41. Completely
optimized social
media channels

42. We are doing good on social media but now we need a
campaign, a story. Story that your customers would
share(WOM).
So, here we are coming up with a brand new story, a fresh campaign.

43. • We know that Customer Stories is the ace in the marketing.
• Our story would create plenty of other stories that your
customers would share with his/her friends and family.
• So let’s start with a story….

44. Meet Mr. Rohn and Miss Riya

45. Who is Mr. Rohn?
• Rohn is 35 year old chef from Goa. His father is a
Portuguese and his mother is from Panji.
• He is married to a South Indian girl based in Hyderabad.
• He is master-chef at Radission Blu Plaza Hyderabad and
has got a Hotel Management degree from IHM, Mumbai.
• You can catch him at Radission Blu Plaza Hyderabad
anytime.
Rohn is known for his delicious continental and sea foods.
Other chef call him Harry Potter. Yes, he do have a magic
wand for sure 

46. Who is Riya?
• Riya is a 23 year old girl born and bought up in
Hyderabad.
• She is a waitress at Radission Blu Plaza Hyderabad.
• She is been known for her hospitality and service.
She is very caring and fun frolic.
• If you are curious about Hyderabad, she is the
right person to contact because she knows almost
everything about the city.

47. Why Rohn and Riya?
• Rohn and Riya would be our tone of voice for the whole campaign.
• When we would be talking about the hotel facilities, hospitality and the
sightseeing then we would use Riya as our communication medium on Social
Media.
• When we would talk about F&B then Rohn would be our tone of voice.
• This would break the monotonous way of promoting the hotel amenities and
F&B.

48. Sample cover image on Social
Media
This dummy cover image is just for illustration purpose.

49. Sample Content

50. What else apart from such regular posts and
tweets?
Online Engagement Online + Offline Engagement

51. Online Engagement
On Facebook: 360 Degree Treasure Hunt Contest
Objective: To promote hotel properties and dining in an interesting way and to engage
with fans.
Idea: The idea is to create a 360 Degree video of the hotel interior and using that
video we would ask some questions to our fans. Rohn and Riya would give them hints
in between the contest.
Eg: Tell us the color of the saree the lady has wore in the painting on the left wall of
the dining hall.
Where we would run the contest?: On a Facebook tab and fans would answer it
through the comment plug-in.

52. Sample screenshot of the
app

53. Sunday Brunch Contest
Objective: To promote Sunday Brunch among the new and existing fans.
Idea: The idea is to ask fans to share the pic of their Lunch/Dinner with an interesting
caption. Every week the most interesting entry would WIN a couple entry pass of the
Sunday Brunch. The winner would be chosen by Rohn and Riya from Radisson Blu
Plaza Hotel.
Where we would run the contest?: On a Facebook app where fans would upload
their pictures with the caption.

54. A sample of picture upload contest

55. On Twitter:
Follow and RT
Contest
On Twitter we would start with the Follow and RT contest in which we would ask
people to follow us and RT a particular tweet.
That particular tweet will include the message about the Sunday Brunch and the link
to the website.
Eg: Follow us & RT this tweet to WIN a couple entry pass of the Sunday Brunch at
Radisson Blu Plaza #Hyderabad. [Link of Sunday Brunch]

56. Hashtag based
contests
Hashtags are the best way to make your brand visible on Twitter.
Some of the hashtags that we can use are:
#myfavouriteSundayBrunch
#foodformeislike
#foodicantresist
#SundayBrunchatRadisson
#thingstodoinhyderabad
#wheniwasinhyderabad
#ilovehyderabadcoz
These all hashtags have potential to engage our target audience and create word of
mouth and more visibility on Twitter.

57. On Instagram:
• Instagram is widely used to click vintage photographs of foods and objects.
• We can have a contest in which we would ask our fans to click images of dishes
through Instagram and share it on Instagram with hashtag #ShootTheFood and the
most interesting image would be selected as the winner.
•The contest would be promoted through Facebook and other social media channels.

58. We would also develop a micro-portal where we will fetch all the images with the
description #ShootTheFood from Instagram.

59. Online + Offline Engagement
On Facebook:
Smile with Rohn and Riya Contest
• This is an interesting way of creating user generated content. In this contest we
would keep dummies of our character Rohn and Riya at the hotel.
• We would ask our visitors to click their smiling image with Rohn or Riya and they
would have to upload that picture on our Facebook page. The best entry would
WIN awesome goodies from Radisson Blu Plaza Hyderabad.

60. Do you ‘Like’ us?
•This is an interesting way of integrating online and offline marketing.
• Here we would build a kiosk with 2-3 iPads and we would ask our visitors to like
the Radissson Blu Plaza Hyderabad on Facebook and they would get a flat 10%
discount on their total bill.
• This would help us in adding our right TG on our Facebook page.

61. Sample kiosk
that we will
set-up at the
entrance of the
Hotel.

62. BBM QR code Contest
• QR Code of drawing online interaction with the guests
• Most of the business class people have BlackBerry with them so this campaign is to
target that niche audience.
• We would ask our guests to add us on their BBM list and on doing this they would get a
5% off on their total bill.
• We can use these BBM database to broadcast interesting offers on their mobiles.

63. E-Menu – Tablet/iPad
• Self Descriptive E – Menu application, which works on Tablet computers
• Ask for a Waiter/ Place an Order/ Request Cheque features
• Menu Rating feature
• Lead generation through login and feedback mechanism
• Share to Facebook, twitter
• Facebook/ Foursquare check-ins and rewards

64. • We would develop an iPad/Tablet app for taking orders at the restaurant. The
user will have to login through Facebook/Twitter or Foursquare and once he will
login it will automatically share the check-in and the user will be rewarded 10%
discount on his/her order.
• This app would give a pleasant experience to the user and will help us in
becoming viral on Social Media.

65. Search Engine Optimization

66. Search Engine Optimization
Keywords Onsite SEO Offsite SEO
• Relevant • Page Titles • Builds image and
combination • Meta Descriptions popularity for
• Site & Industry • Copy & Content website
related • 250 words/page • Increase keyword
• Drives traffic to ranking in results
• 2-5 % keyword
website density • Affiliates with other
• Competition sites
• Bullet Lists
consideration

67. Search Engine Optimization Phases
Phase 1 – Web Research and Analysis
• Monitoring site traffic through analytics and webmaster tool
• Monitor site configuration and detecting malware or crawl error etc
and fix them
• URL canonicallization optimization
• Robots.txt Optimization
• Extending (increasing number of pages) site by a deep web research
for site
• Tracking index and non-index pages in major search engines
(Google, Yahoo and Bing)
Phase 2 – On Page Optimization
• Website Analysis and Competitor Analysis
• Keywords Analysis for individual pages
• Title and meta tag composition for site
• Changing the website structure, navigation as per search engine
algorithm
• Alt Tag creation for all images
• Web page content optimization
• Checking the keyword density, proximity, prominence and semanticist
of your keywords
• Creating sitemap.xml for sites & update in google webmaster

68. Search Engine Optimization Phases
Phase 3 – Off Page Optimization
• Directory submission
• Article submission
• Blog and Forums posting
• Classified submission
• RSS Create & Updating
• Social bookmarking for sites
• Forum submission
Phase 4 – Report Traffic Analysis & Monitoring
• Web analytics traffic report (google analytics)
• Generate monthly search engine ranking reports
• Alexa ranking report
• Website progress report
• Monthly new suggestion

69. SEO Activity
• Target to increase the relevant
• Target group analysis
– Search Trends
• Meta Tags Creation
• Navigation updates
• Analytics code generation and
• implementation
• Article submission
• Link exchange campaign
• Content optimization

70. SEO Plan
Activities- SEO Packages 15 Pages
Review and analysis Quantity
Website analysis 1
Competitor Research 3
keyword Research 16 - 20
On-Page Optimization Quantity
URL Mapping Yes
Title Tag, Keyword, Description, Alt optimization 15 Pages
Internal linking 15 Pages
H1 ,H2 Optimization 15 Pages
Create Robot.txt Yes
Html Site-Map Yes
Xml Site-Map Yes
Check Duplicate Content 15 Pages
Submit Site-Map in search Engines Yes
Canonical Issue resolve Yes
Broken Link check Yes
Outbound link check and implement no follow attribute Yes
URL Rewriting (Optional) 15 Pages

71. SEO Plan
Off Page Optimization Quantity
Article Writing 6
Press Release Writing 1
Article Submissions 30
Press Release Submissions 10
Directory Submissions 300
Social Bookmarking submissions 200
Blog Creation 1
Blog Writing 4
Blog Posting 4
Blog Directory Submissions 20
Approved Article Link Sharing 60
Blog Link Sharing 20
Classified Ad Creation 2
Classified Submissions 20
Forum Postings 5
Search Engine Submissions Yes

72. Google Local Business listing Yes
SEO Reports Quantity
Google Analytics Yes
Monthly Seo work Report Yes
Keyword Report Yes
Achievement Report Yes

73. Pay Per Click
Google PPC
Facebook PPC

74. Google PPC
A general search by a
prospective user
Google PPC
Your website can be here with
an effective PPC campaign

75. Facebook PPC
• Promoted Ads on Facebook
– Website
– Facebook Page

76. Online Reputation Management

77. Online Reputation Management
Good Online Reputation Management involves participating in the right social
media networks, interacting with industry bloggers & answering reviews

78. ORM Approach
• Our Initiatives in Online Reputation Management Include:
– Closely monitor online chatter.
– Built out extensive web site and link building networks that facilitate
our ability to shape search results.
– Monitor your feedback on leading review channels and manage user
generated content.
– Monitor and manage your listing on leading review sites. Optimize
listing with pictures and keywords.
• For our Clients
– For our clients belonging to the verticals of travel and hospitality, we
cater to leading review sites like TripAdvisor, Expedia.com and
Hotels.com.
– We post management responses and focus not only on building your
reputation but also branding your services as we focus on increasing
your visibility on various review channels.

79. PR Newsletter/ Blog
• Newsletter initiatives once a month to promote your property
• A Public Relations oriented blog that will be included with your
sub-domain will increase reach of your brand name in the virtual
world