Hotel Pacific Dehradun

Hotel Pacific Dehradun is one of the oldest hotels in Dehradun. Having become operational in 2004, the location of the property ensured a steady stream of business for over 10 years. With no other major brand in the market, Pacific Dehradun enjoyed a near monopoly on the business and conferencing segments in the city.

The situation began to change from 2013 onwards. The opening of branded hotels like Lemon Tree, Four Points by Sheraton and Sarovar Portico quickly changed the market scenario. Branded hotels started shifting corporate business to their properties through better rates and services. While Pacific Dehradun had a presence on OTA’s, they did not understand the importance of the channel nor did they have a strategy.

In 2015, CCS Marketing Services approached Pacific Dehradun with a proposal to manage their online marketing functions. Having already lost more than 50% of the business to other hotels, Pacific Dehradun was willing to try out anything that would get their business back. They had hired a hotel marketing company from Delhi to target corporate business and they turned to CCS Marketing Services for online business through the OTA’s.

Pacific Dehradun was not listed on international sites such as Booking.com and Expedia. The pricing on the domestic OTA’s was also not correct as they were selling on rack rate, making it almost impossible to get bookings. The content on the OTA’s was outdated as was the hotel website.

As a first step, CCS Marketing Services updated the content on all OTA’s. New photographs were requested from the hotel and the same were uploaded on all OTA’s. Registration on other OTA’s and review sites was also carried out to ensure proper visibility for the property. A rate strategy was devised and implemented for the property.

It did not take long for the results to start showing. In just six months, there was an 80% growth in online bookings. The owners of Pacific Dehradun now understood the importance of the online segment for their growth. In the first full year of operations, online bookings grew by 55% over the previous year. The steady growth in bookings continued till 2019.

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