Case Study: Apartotel La Sabana
Market Research, Business Strategy, Information Architecture, Analytics
www.apartotel-lasabana.com
Apartotel La Sabana is a boutique extended-stay hotel located in San José, Costa Rica, that caters to business travelers. They have had an online presence since mid-2001.
The Challenge
Facing a declining number of extended-stay customers in San José hotels, Apartotel La Sabana turned to InterNexo for help in renewing their web presence. InterNexo proposed business strategy planning and performed market research to figure out how Apartotel La Sabana could differentiate itself from its competitors, and how to target the extended-stay traveler in an already saturated market. As a result, Apartotel La Sabana revised their business focus, corporate image and physical infrastructure. Subsequently, InterNexo developed a new information architecture, and new content in English and Spanish for their website.
InterNexo's Solution
Market Research and Business Strategy
Performed market research on the extended-stay hotel sector in Costa Rica and identified the keyphrases needed for successful online marketing. Identified market segments (by business type and by country of origin) and performed a seasonality study that allowed the hotel to better focus their market message. As a result, the hotel made structural changes to their physical plant and types of services offered.
Web Usage and User Feedback Analytics
Studied three years of the website’s usage, goal conversion and user feedback, and subsequently presented summarized reports and recommendations.
User Interface and Information Architecture
Planned the information architecture and content for the new multi-language website. Designed and implemented secure online reservation workflow geared towards multi-stay guests.
The Impact
In the year following the launch of the new website, the number of conversions (to contacts and online reservations) increased by over 60%, and overall page views increased by 250%, all without any investment in online marketing.
Customers’ testimonials praise the new website’s design and online reservation system.
