Days Inn

Days Inn project image

Going mobile for motorway service area hotels.

Roadchef Motorway Services operate 17 Days Inn branded Hotels in the UK. With service station hotels located throughout England, Wales and Scotland.

The Roadchef brand wanted to enhance the visibility of their franchise and update their existing dated website. We were tasked with getting more “backs in beds”.

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Web Design & Digital Marketing Package

Roadchef Days Inn initially came to Newedge in 2010 to help them identify alternative hotels brands for their then existing Premier Inn Hotel portfolio. The agreement with Premier Inn was due to expire in September 2010.  They needed a strong budget hotel brand and set the goal to grow net profits from £1m - £2m in what was then a depressed market place.

Solution

We researched the market for them and identified Days Inn Hotels as most suited to their existing estate, needing the least investment and offering the best opportunity for growth. We knew this site had to be mobile responsive for people booking on the go, maybe even a couple of miles before the service area. It also needed to be easy to navigate and easy to book.  Finally we had to start from scratch and find a way to get them top of the rankings in one of the most competitive market places in the World.

Full Integration with booking portal image

Full Integration with booking portal

We developed a fully responsive website with a tailored content management system using the Silverstripe CMS that integrated directly with the Wyndham Hotel booking portal with a design in keeping with the strict brand guidelines from the Wyndham Hotel Group, making the website mobile and tablet friendly for today's market.

SEO helps smash sales targets

We have been working now with the team from Roadchef for the past 7 years and each year we have worked closely with them to deliver minimum 20% sales growth. The fully responsive site continues to rank top three in the UK for all targeted and relevant search terms.  Our team at Newedge take full responsibility for all content, all news, local brand building, brand authority and ensuring that each of the Hotels ranks for their local search terms.

With Hotels as far a field as Hamilton in Scotland to Taunton in Devon and Maidstone in Kent we have had our work cut out but continue to deliver against the targets that have been set.

 

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