Hyatt.com

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Success Story

Hyatt Hotels Corporation

Website: www.hyatt.com

Vertical: Hospitality

Goal: Increase organic search visibility of hyatt.com and 600+ hotel sites worldwide. Increase direct booking and revenue via SEO channel.

Background:

Hyatt Hotels Corporation (NYSE: H) is an international hotel operation company that is headquartered in Chicago. It is ranked 580 in the world by Fortune magazine. Currently Hyatt Hotels Corporation owns 18 hotel brands include Hyatt Regency, Hyatt Place, and Park Hyatt. Hyatt Hotels Corporation has hired Jessy Wu, (current CEO of Wuhoo Digital Group), as head of SEO to build a world-class global SEO strategy that helps drive SEO implementation and growth globally.

Challenge:

The search engine optimization (SEO) challenges that we faced at the beginning of engagement were the lack of an SEO team and the lack of an SEO strategy. Prior to 2013, there was no enterprise strategy specifically designed for SEO; therefore, a program for SEO had to be built from scratch. There were four local SEO agencies and 1 international agency that Hyatt worked with. Hyatt needed to consolidate those agencies to find a most efficient process to work with corporate, regional teams and local hotels.

Solution:

  1. Provided code audit and implemented technical SEO fixes to fix SEO problems across hyatt.com and more than 600 hotel sites. To deal with SEO problems, duplicate contents were removed, canonical problem were addressed, and loading speed of the website was largely optimized.

  2. Managed local SEO and ensured UNAP consistency across more than 600 hotel locations with multiple language challenges. This included optimization across Google, Bing, Yahoo, Apple, Yelp and major data aggregators.

3. Worked with multiple stakeholders include the DEV team, creative, content, public relations and social media. Educated, trained and helped across many division to drive SEO implementation and results.

Result:

By implementing the solutions, the organic search traffic grew by 52% and online booking revenue grew by 58%, and this resulted in online SEO booking revenue of $700 million per year.