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The Brown Hotel’s new e-commerce strategy delivers 31:1 ROI

Vizergy wins Gold HSMAI Adrian Award on behalf of The Brown Hotel.

JACKSONVILLE, FL – The Hospitality Sales & Marketing Association International (HSMAI) has recognized Vizergy – Digital Travel Marketing with a gold Adrian Award for digital marketing excellence for its work on The Brown Hotel. In 2012, Vizergy recommended that the Brown invest in a new custom website design to achieve higher rankings on major search engines, increase website traffic and deliver a higher percentage of relevant and ready-to-book guests. Since going live with their new site in June of 2013, the Brown Hotel has already seen significant year-over-year increase in revenue and direct website visits.

“We’ve been continually impressed with the innovative ideas and dynamic execution from the team at Vizergy on We’ve heard numerous rave reviews from guests who chose our hotel because our website was so elegantly presented and easy to use. Though our historic hotel is now 90 years old, we find that staying current on digital marketing trends, with the help of Vizergy, has kept us thriving,” said Brad Walker, Vice President and General Manager.

The Brown Hotel came to Vizergy in 2010 to enhance their digital marketing efforts. They sought to increase website traffic, improve search engine rankings, and optimize their Facebook presence to better connect with and reward guests. Vizergy focused on improving the areas outlined by the property through some minor changes to their website, creating a mobile site to reach on-the-go travelers (Vizergy portfolio shows that 15% of website visitors use mobiles devices), and implementing aggressive and seasonal natural and paid search strategies. These improvements resulted in a 50 percent increase in revenue in the first year, 94 keywords appearing in the first-page search results, and the Brown’s Facebook page more than doubling the amount of click-throughs to the hotel’s main website.

Below is a sample of the Brown Hotel’s online marketing data from 2013 that supports how Vizergy’s data-driven marketing strategies, namely the new website and mobile site, have continued to produce positive year-over-year results:

  • 2013 ROI = 31:1
  • Over 350,000 visits to the website in 2013, an almost eight percent increase over 2012
  • Almost 60% of website visits attributed to SEO and PPC advertising
  • 12% of total traffic is on mobile devices, visiting the mobile friendly version of the site
  • 10% increase in revenue YOY, since launch of new site.

“We want to do everything we can to equip hoteliers with the knowledge and tools they need to engage travel shoppers, gain market share, and boost property direct bookings,” said Joe Hyman, Vizergy President & CEO. “It starts with their websites. It’s not only about aesthetic appeal, but also the ability of the Client Marketing Services team and clients for our clients to take data from our proprietary Hotel Web Management Platform and turn it into actionable insights to improve ROI. Our partnership with the Brown epitomizes that.”

The Adrian Awards, now in its 57th year, is the largest and most prestigious travel marketing competition on the globe. This year’s contest attracted more than 1,200 entries from around the world, with entries judged by top executives from all sectors of the industry. On Feb. 24, 2014, HSMAI will pay tribute to Vizergy during the annual HSMAI Adrian Awards Gala at the New York Marriott Marquis a black-tie affair attended by more than 1,000 hospitality, travel and tourism marketing executives.

The Brown Hotel, located at Fourth and Broadway, has been a Louisville tradition since 1923. It is home to the AAA Four Diamond English Grill and the casual venue J. Graham’s Cafe, where guests can try the legendary sandwich called the “Hot Brown.” The Brown Hotel holds a AAA Four Diamond rating, is a member of Preferred Hotels and Resorts and Historic Hotels of America and was recently named one of the world’s top 500 hotels by Travel + Leisure Magazine.

Tatiana Rokou

Tatiana is the news coordinator for TravelDailyNews Media Network (, and Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.

She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.