Seattle’s Paramount Hotel Brings the Local Experience Online for Guests
Bringing the Experience Online
The Paramount Hotel is an award-winning boutique hotel in the heart of Downtown Seattle. Its accommodations and location make it a top choice for travelers. Shanna Lahti is the director of marketing in charge of the hotel’s website. While the website showcases the hotel rooms and services well, she saw an opportunity to enhance the overall experience by revamping information about local attractions. Through simply adding interactive itineraries she decreased the page’s bounce rate by 28%, and her visitors spend an extra 2 minutes and 7 seconds on her site.
Maximizing Engagement with Hyperlocal Itineraries
Guests were interested in the “Location” section of her website, but most people who clicked on it ended up bouncing off the page because it was simply a listing of local attractions. Shanna worked with VAMONDE to replace the listing with engaging experiential content to better serve her guests.
She selected five local Seattle itineraries from the VAMONDE platform to add to the Paramount Hotel’s website. Her guides included Top Culinary Experiences, Hidden Gems, Must-See Museums, Parks and Gardens, and Seattle’s Music History. The itineraries showcase local points of interest using in-depth multimedia storytelling. Furthermore, each guide lets guests make reservations or purchase tickets without leaving Paramount’s website.
The impact on her site was almost immediate. The bounce rate of the local attractions page decreased by more than 28%, and she saw more engagement with her page. Guests who clicked on an itinerary always continued on to read about points of interest. On average, her visitors spend 2 minutes and 7 seconds longer on her site learning about local attractions.
Owning the Guest Experience
Shanna plans to keep watching the analytics of the page to learn more about what type of content and experiences her guests interact with. She can continue to update content seasonally or based on user preferences. This way, she can optimize her website experience and showcase her hotel’s proximity to Seattle’s attractions as a competitive advantage.
