How Barceló Hotel Group increased revenues by +53% through local SEO

Javier and Ehab will reveal how Barceló Hotels increased their revenues through strategic local SEO. They will walk you through the techniques used to achieve these results, from optimising business listings to boosting local visibility and engagement. And most importantly, they will show you the direct impact of local SEO on revenue growth and provide insights into how Barceló can continue scaling their efforts with ease to drive even more revenue through local searches.

Transcript

1. Turning Local Searches into Revenue Ehab Aboud Principal Solution Engineer @ehab563aboud Speakerdeck.com/ehababoud Javier Bermúdez SEO Specialist @javi-bermu
2. 1.3 million customer locations Operating across 170 countries 1,850 enterprise clients Uberall connects the right location with the right customer, at the moment they search. 4 different brands Operating in 30 countries 185 hotels Barcelo Group is currently the second largest hotel chain in Spain and one of the 30th largest in the world.
3. A Quick Recap
4. A Quick Recap
5. How it all began The Challenge
6. Evolution of Customer Journey in Hospitality
7. A Competitive and Mature Industry
8. Need for enhanced Listings & Review Management to Grow
9. Multi-channel Audience
10. The scale of the opportunity +74% OF CONSUMERS COMBINE ON & OFFLINE CHANNELS BEFORE PURCHASE 4 out of 5 PEOPLE USE SEARCH ENGINES FOR LOCAL KNOWLEDGE 50% VISIT A LOCAL BUSINESS AFTER A LOCAL SEARCH
11. Optimisation plan
12. 12 Bulk Edits over API
13. 13 Uberall Analytics + Chat GPT
14. 14 Seasonal Photo updates
15. 15 Auto Replies and AI responses
17. The results
18. 2019 2023 +45% Revenue increase +51% Transactions +27% Sessions Seeing the impact Increase increase in stats since 2019 peak traffic compared to post-covid! +41% Conversions From the beginning till now 2022
19. 19 +214% Revenue increase +35% Revenue +42% Transactions +20% Conversion Rate +25% Sessions Uberall & Barcelo Group Impact 2019-2024 2023 vs 2024 YTD
20. To Add Photo: • Click this photo icon • Choose location to find photo • Edit as required • Delete this text More Reviews Enhancing Review Management Average Rating in 2023 vs. 4.5* in 2022 4.6* Response Rate in 2023 vs 65% in 2022 87% Reviews in 2023 +43% vs 2022 206,433
21. Summary Actionable Tips & Advice How a solid local SEO strategy can make the difference Rich Profiles on *all* Directories Regular Performance Analysis Proactive reputation management Relevant Seasonal Updates On-page factors in Local Pages and Locator 1 2 3 4 5
22. Need advice in Local Search? Meet us at booth #21!
23. I’m just here to help you navigate through the sections and slides available! Please don’t use me as a slide in your presentation. Short description (announced) Javier and Ehab will reveal how Barceló Hotels increased their revenues through strategic local SEO. They will walk you through the techniques used to achieve these results, from optimising business listings to boosting local visibility and engagement. And most importantly, they will show you the direct impact of local SEO on revenue growth and provide insights into how Barceló can continue scaling their efforts with ease to drive even more revenue through local searches. Case study: https://uberall.com/en-us/customers/barcel%C3%B3-hotel-groups-success-with-uberalls-local-seo-str ategy Past webinar with Barcelo (Spanish) https://docs.google.com/presentation/d/1pqzF3aie_cOWjKtg9Jx6990V2vnzjsSnym-y8WKKjH8/edit#slid e=id.g29b213f5dfd_0_2368