A Retro-Chic Roadside Hotel with a Unique Story to Tell

Voted among the top five roadside motels in America by USA Today in 2021, The Sandman Hotel is a cut above your typical budget-friendly property. With a design-forward approach and a funky retro vibe, The Sandman is the perfect home base to explore Sonoma Wine Country.

While the hotel harkens to the past with its style, the accommodations are well-appointed and modern, with an onsite pool house and bar and tasteful facilities for weddings and events. It’s a road-tripper’s ideal place to spend the night.

Landscape shot of Sandman's pool bar with the pool in the background.

The Challenge

Like so many hotels, The Sandman felt the impact of the travel downturn following the COVID-19 pandemic. They knew they needed to take steps to recover and looked to the digital realm to start this process. 

However, there were difficulties with their existing digital strategy. Namely, with the way their analytics tracking set up: users and sessions were being double counted and it was hard to get an accurate picture of how their website was performing. 

Added to which, they felt their website needed a fresh look and feel, something that reflected the attention to detail and design elements that made their property special. They needed to tell a better story online to get guests excited about staying with

The Results

Our first step in working with The Sandman Hotel was to build a new website to fully capture their brand and bring their guest experience to life. With careful attention to design and detail, we created a website fully optimized to drive traffic and conversions while telling the unique story of the property. 

With a more user-friendly UX and a modern feel, the new website now serves as the hub of the property’s digital marketing, which we also manage on their behalf. 

Thanks to their new website and a digital strategy focused on SEO and PPC we saw some tremendous results. In the first couple of months after we implemented the required tracking fixes, we recorded a 457% increase in revenue from website bookings and their booking transactions rose by 470%.

Our digital advertising efforts have increased their on-property phone calls by 445% and their total conversions by 700% month-over-month, comparing December 2021 to January 2022.

Understanding the unique value proposition and compelling story of The Sandman hotel not only helps us create a better website, but also helps us direct their digital marketing efforts more effectively. Putting an emphasis on creativity and a tailored approach is what makes Wallop successful with all of our clients and The Sandman is no exception. We look forward to continuing to grow their results in the years to come.

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