Dakota Hotels Group

A collection of boutique hotels, Dakota delivers ‘affordable luxury’: modern, high-end design and impeccable service. A brand inspired by the experience of flying in the world’s first ever passenger plane.

The perceived problem

The Dakota management team knew they had an issue with their digital marketing and that restaurant bookings were down.

Black & White Thinking

The brand really delivers on the experience; we needed to find out what was holding back their success in the digital space, so we:

Carried out a thorough audit of all digital marketing and discovered:

  • the brand was Google blind; with a limited digital presence

  • the current web site was not fit for purpose; more style over substance

  • an over-reliance on third party booking engines

  • poor take up of food and drinks offers

Researched the market to understand the customer base and their motivations

Redesigned the website, making it technically efficient and intuitive for customer journeys

Integrated all social channels and launched a blog

Developed an engaging content strategy

Developed and implemented an SEO strategy

Set up a process for monitoring results

Problem solved

Dakota experienced a 157% increase in revenue in the two months post launch. The majority of revenue generated coming via organic search.

Other results included:

20% increase in Ecommerce conversion rate

25% increase in unique visitors

A huge jump in rankings from >100 up to top 20 for identified keywords, for both hotel room bookings and food and beverage

(All figures compared to same period in the previous year.)

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