XV Beacon

XV Beacon Hotel reigns over Boston’s historic Beacon Hill neighborhood in a turn-of-the-century landmark Beaux Arts building. The modern furnishings are counterbalanced by a grand staircase of marble, mahogany paneling and original caged-glass elevator; the contrasting details reflect how past lives transform into the present. The 63-room luxury boutique hotel, recognized for peerless personal service, sophisticated interiors and luxurious custom amenities, distinguishes itself with its sense of heritage, peacefulness of home and utmost discretion.

The Challenge

XV Beacon is the first luxury boutique hotel in the Beacon Hill neighborhood of Boston. There were many problems Wallop needed to address with this project; chiefly the lack of support for mobile devices.

As with many of our projects, generating more direct bookings and reducing reliance on OTAs and other third parties was a primary goal. The lack of mobile support and the underperforming website was a big hindrance. The existing website also lacked visibility on search engines and the digital marketing efforts needed to be ramped up.

The Approach

We led with a strong focus on accommodating mobile devices and growing organic presence. The rich identity and uniqueness of the property needed to shine. We showcased the brilliant art collection, the hotel’s personalized service, and its ideal location in the Beacon Hill neighborhood.

We had some creative leeway on this project, resulting in a design and layout that prioritized mobile devices. This allowed us to integrate an off canvas navigation and booking form. Strong imagery took center stage, and we complimented the visual design with subtle animations. The website has performed exceptionally well as compared to the old website, and we are continuing to make improvements and implement new digital marketing initiatives.

The Results

We saw some great results a few months after launch, with marked improvements in engagement metrics such as time on site, pages per visit and bounce.  After one year we saw significant improvement in revenue and conversion rates.

It’s a great case study for hoteliers that are apprehensive about making an investment in digital marketing executed by experts. A smart investment like this can pay itself off in under a year and continue to pay dividends throughout the lifespan of the website and supporting campaigns.

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XV Beacon project screen

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