A historic name, modern charm: The Marquette Hotel, a Hilton Curio Collection property, bears the moniker of famed explorer Jacques Marquette, who once voyaged down the Mississippi. Today, guests visit this luxurious namesake in search of other discoveries – namely, an upscale guest experience and rich local culture in vibrant downtown Minneapolis.
As a Hilton Curio Collection property, the Marquette Hotel has limited flexibility on its branded website, which adheres to Hilton standards. And yet, individual branding can be an important cornerstone of success for a standout property like The Marquette. In pursuit of greater control over their website user experience and property performance, and in order to better convey their individual branding and messaging, the hotel contacted us to create a vanity website.
We worked closely with the Marquette Hotel to create a vanity hotel website with several goals: Among them, the property’s initial objective to effectively communicate its messaging and individual branding, with additional goals of developing an effective SEO strategy and refining the user experience to thus drive more traffic and generate more reservations.
The Marquette Hotel’s vanity website launched in 2017 and opened a new avenue to branding, messaging, and reservations. In 2018-2019, there was a 33% increase in year-over-year organic traffic. Additionally, the site’s content and design flexibility allowed the Marquette Hotel to communicate its brand individuality and unique messaging, while fine- tuning the user experience through calls-to-action that better directed guest reservations.