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Downings Bay Hotel Website Report
Traffic and Bookings during May 2014
May was an excellent month for website performance compared with April. Online Reservations increased by 59%. Traffic surged - particularly in
the second half of the month, as a result of ongoing promotional efforts with hotels.com.
California emerged as the largest producer of online reservations this month. We believe that our ongoing promotional efforts with travel agents
there are beginning to bear fruit. We also received an unusually large number of reservations from England this month, which is explored in more
detail in this report.
Search Traffic (people finding us through Google Search) is increasingly our largest source of website visitors. This is a very good sign, as it means
the word is getting out about our hotel, and people are searching us out.
In terms of Social Media, we continue to do very well on Twitter and Reddit. Unfortunately, these sources of traffic to not yield many reservations.
We believe that Facebook could be working better for us. We have recently hired an associate to work on engaging with the Facebook community
and hope to see an improvement there in the coming months.
Lastly, Mobile users (from Tablets and Smartphones) are a growing percentage of our overall visitors. We will need to address our website design
to make it easier for these users to navigate the reservation process.
Downings Bay Hotel Website Report - May 2014
Key Metrics vs Last Month
May. 2014 Compared To Apr. 2014
Metric
Apr. 2014
May. 2014
Change
% Change
Online Reservations
144
229

85
59.03%
Unique Website Visitors
847
2,789

1,942
229.28%
Total Visits
1,362
4,149

2,787
204.63%
Pageviews
5,045
10,233

5,188
102.83%
00:04:07
00:02:17

-00:01:50
-44.58%
3.7
2.47

-1.23
-33.24%
62.40%

16.29%
35.33%
Avg Visit Duration
Pages per Visit
Bounce Rate (%)
46.11%
Online Reservations surged - up 59% from April. The new promotion with hotels.com drove a lot of traffic, which increased more than 229%. Reservations did not increase
as much as traffic. This might be because we are getting more unqualified visitors. It could also be because the checkout process has become more complicated. We are
doing some additional research to determine the cause. In the mean time, the reservation process is being streamlined.
The engagement metrics are down - Avg Visit Duration, Pages per Visit, and Bounce Rate. This is to be expected whenever running a big promotion, as the percentage of
casual visitors increases as visitors come just to check out the lower pricing.
Daily Website Traffic vs Weekly Average
Daily from 05/01/2014 until 05/31/2014
Total Visits
Weekly Avg
450
400
Total Visits
350
300
250
200
150
100
50
May 01
May 06
May 11
May 16
May 21
May 26
May 31
Daily
Date
Total Visits
Rolling Avg.
Difference from Rolling Avg.
05/31/2014
54
121.29

-67.29
-55%
05/30/2014
142
123.86

+18.14
+15%
05/29/2014
203
135.86

+67.14
+49%
05/28/2014
128
132.86

-4.86
-4%
Website traffic surged during the week of May 19th - as a result of the promotion. The overall trend in traffic (red line) is generally upward, as traffic from summer vacation
planners is building.
Downings Bay Hotel Website Report - May 2014
Only Reservations by Region
From 05/01/2014 until 05/31/2014
Region
10
3
4
Completions
California
15
England
10
New York
5
Washington
4
Sao Paulo
4
Florida
4
Texas
3
Massachusetts
3
Ile-de-France
3
Arizona
3
53
15
3
3
4
4
Online Reservations continue to be concentrated in the United States - particularly California. New York, which last year had been the biggest producer, has been
surpassed by California. Three trends are driving this:
(1) Promotions with travel agencies in the Los Angeles area are building brand awareness, leading to an increase in online purchases.
(2) The new Hispanic marketing is proving to be extremely effective.
Reservations from the United Kingdom
From 05/01/2014 until 05/31/2014
City
2
1
1
Completions
London
2
Warrington
2
Solihull
1
Sutton
1
High Wycombe
1
Cambridge
1
Burton upon Trent
1
Colchester
1
1
1
1
2
1
We also saw a surge in reservations from England. We initially thought this was from a single family, but as the above breakdown by city shows, the reservations came from
cities around the country. Perhaps we've had some publicity there that we are unaware of? We are investigating.
Downings Bay Hotel Website Report - May 2014
Traffic Sources Trend
Monthly from 03/01/2014 until 05/31/2014
Direct
Referral
Search
2.2K
2,112
2K
1.8K
Total Visits
1.6K
1.4K
1.2K
1,047
1K
800
600
782
730
521
400
463
451
Mar 2014
423
413
Apr 2014
May 2014
Month ending
Over the last 3 months, Direct traffic (visitors coming directly to our site) has remained relatively constant, while Referral and Search traffic have surged. The Referral traffic
increase in May is mostly from the hotels.com promotion. As you can see, Search traffic showed a huge increase in May. This is very good news - as it means the word is
getting out about our hotel, and people are seeking us out on the web.
Source of Visits - Detail
From 05/01/2014 until 05/31/2014
Social Referral
Direct
Paid Search
Other Referral
Organic Search
Email Referral
7.4%
8.5%
35.5%
22.9%
25.3%
Traffic from Social Referrals shows up as our largest source this month, primarily because the hotels.com promotional traffic is being classified there. This is due to a glitch
in our website programming, which we are correcting. Paid Search traffic continues to be optimized for reservation yield, and is now down to less than 25% of total traffic.
Downings Bay Hotel Website Report - May 2014
Social Media Referrals
From 05/01/2014 until 05/31/2014
200
180
160
Total Visits
140
120
100
80
60
40
20
0
r
itte
Tw
dit
Red
o
ebo
Fac
k
Lin
In
ked
Qu
or a
qu
Dis
s
ck
Po
et
o
Go
+
gle
Twitter and Reddit continue to send us the most traffic. We have hired an associate to work on engaging with the Facebook community, and hope to improve our results
there in the coming months.
Desktop vs Mobile vs Tablet
Monthly from 03/01/2014 until 05/31/2014
Desktop
Mobile
Tablet
3,145
3K
Total Visits
2.5K
2K
1.5K
1,470
1,240
1K
764
500
240
Mar 2014
Apr 2014
May 2014
Month ending
Mobile and Tablet traffic is growing faster than overall desktop traffic. This trend has implications for our website design. We notice the reservation rate is much lower for
Mobile and Tablet users. We are working to improve our design to make the checkout process easier to navigate on those platforms.
Downings Bay Hotel Website Report - May 2014