The marketing team at Dormy House Hotel near Broadway is celebrating this week after winning a national industry prize for its website and top rankings on Google and other search engines.

Judges at the Hotel Marketing Association (HMA) Marketing Awards in London praised the hotel for creating a website that demonstrates “a refreshing tone of voice and compelling imagery to deliver a young audience.”

The website was completely redesigned along with the refurbishment of the hotel in 2013. With graphic design by One Ltd of Oxford and SEO support from Occupancy Marketing of Edinburgh, it was delivered by marketing manager Ellie Jones.

“When we first thought about the Dormy brand, we knew it had to be fun and engaging,” says Ellie Jones.  “Hotels need to be less stuffy in their approach if they are going to attract a new audience.  We like to say that we take our business very seriously, but not ourselves.”

The Dormy House website is a vital source of information for potential guests and includes sections about the bedrooms, dining, gift vouchers and special offers, as well as the new House Spa and exclusive-use Foxhill Manor.

Vibrant “hero” pictures and humorous copy make it friendly and accessible, but there is constant work behind the scenes on Search Engine Optimisation (SEO), ensuring that Dormy House appears on page one when people search for terms like “luxury spa hotel Cotswolds.”

Following the launch of the new website, traffic has increased from 110,000 visits in 2013 to 350,000 visits in 2014, a rise of 226 per cent.  Ecommerce conversion rates are up 250 per cent in the same period, with a revenue increase of 632 per cent.

“Ellie and her team work hard on social media, web listings and building links to keep our website high in the rankings,” says Chris Ward, commercial director. “She has a good eye for the right photographs and words to tell our story.”

Chris Ward accepted the hotel’s award at the London’s Savoy Hotel on Monday night [15 Dec.]