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La Quinta Turns Lookers into Bookers with Webtrends On Demand

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Overview
La Quinta has grown into one of the most recognized hotel chains in the United States, with more than 370 Inns & Suites in 33 states. The La Quinta web site (www.LQ.com) originally launched in 1997, and then re-launched in 2002 with revamped hotel information, city and travel content and an online hotel reservation system. It has grown into a business critical channel for the discount hotel chain. In fact, the company recently reported a 63% increase in revenue for the fourth quarter from its LQ.com web site.

Challenge
To make sure the web site is meeting customers’ needs, La Quinta business managers needed information about who its visitors are, where they come from, how they use the site and how to best encourage them to book a room online. After diligent research into multiple web analytics vendors, Webtrends was selected based on its powerful features and proven reliability. Specifically, La Quinta chose Webtrends On Demand, because it provides comprehensive insight with the convenience of a hosted service.

Results
With Webtrends insight, La Quinta:

  • Tracked complete campaign results from clickthrough to conversion and revenue using Webtrends Campaign Drilldown
  • Optimized search results by achieving a true “apples-to-apples” comparison of both paid search campaigns and organic search results using Webtrends Search Marketing Analysis
  • Improved its look-to-book ratios for the online reservation system using Webtrends 5-Point Scenario Analysis and Visual Path Analysis
  • Revitalized its site content by understanding how much traffic was going through specific areas using Webtrends SmartView and Content Groups

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