Case Study

Sheraton Waikiki

PRTech was engaged by Sheraton®, the largest brand of Starwood Hotels & Resorts Worldwide, to proactively grow their share and spend of the independent (FIT), direct Japanese traveler business at its oceanfront property in Hawaii, the Sheraton Waikiki.

 

Challenge

The hotel underwent a $20 million major renovation in 1995, and in 2007, the hotel completed a $55 million room renovation. At a time when Japanese were becoming savvy repeat visitors with independent travel planning preferences, PRTech helped the Sheraton Waikiki optimize its mix of online, Japanese-language resources.

Action

PRTech’s bilingual, bicultural team of digital marketing experts successfully implemented recommendations to best address the discerning tastes and needs of the targeted Japanese demographic. Working together with PacRim Marketing Group, Sheraton Waikiki’s digital marketing program grew into a fully integrated strategy complete with PR services.

 

Website Development

Sheraton Waikiki’s Japanese-language website was transformed with a new depth and breadth of detailed destination and property information as the Japanese consumer would want.

 

Japanese Copywriting

Crafted with search engine optimization in mind, strategic content management helped position additional opportunities for diversified and increased revenue generation—from suite room categories to food and beverage as well as spa reservations and other added amenities.

 

MyRez Connectivity

Through MyRez’s comprehensive online booking system, guests are able to make room reservations and communicate with the hotel in their native language with the help of PRTech’s multilingual concierge staff.

 

Digital Advertising

By researching the right mix of keywords and providing cultural consultation for advertising creatives, Sheraton Waikiki’s SEM strategies led to overall improved visibility across multiple online channels.

 

Social Media Management

Sheraton Waikiki’s dedicated Japanese-language social media pages provided an opportunity to customize offerings and curate content that would specifically interest the target market.

Results

 
80% in Japanese online direct bookings a year.
170% in website visitors a year.

Subsequent developments include the launch of the property’s Korean website, both Asian-language sites being redesigned with mobile responsiveness, and the planned development of a Chinese-language website in 2014. Asian social media and email direct marketing campaigns with trackable conversions are a testament to the engaged, loyal customer base that the Sheraton Waikiki continues to capture.