Millennium & Copthorne Hotels has appointed specialist search marketing and technology firm Greenlight, to manage its pay-per-click and search engine optimisation strategy across its entire European portfolio of hotels.

Millennium & Copthorne Hotels is an international hotel group with over 100 hotels in Asia, Australasia, Europe, the Middle East and the United States.  The company owns as well as manages most of its hotel properties, making it one of the largest “own and managed” hotels groups in the world.  Listed on the London Stock Exchange, Millennium & Copthorne Hotels’ annual revenues exceeded £700 million in 2010, with profits in excess of £128 million.

Through an integrated search approach with a single agency - Greenlight, Millennium & Copthorne Hotels is looking to broaden its use of the online channel and in turn, increase brand visibility, drive relevant traffic to its sites and significantly grow the revenue derived through the online channel.

The project will be implemented in stages throughout 2011. Part of Greenlight’s PPC strategy for Millennium & Copthorne Hotels will involve expanding the PPC strategy to include other dynamic aspects such as retargeting, social media advertising and performance display. SEO-related aspects will include on page optimization and link building to improve conversation rates.

Ester Martin, Online Marketing Manager (Europe) at Millennium & Copthorne Hotels, commented: “We chose Greenlight because they proved to have excellent knowledge and vast experience in the travel industry.  Furthermore, they utilise leading proprietary technology.  By developing a more localised strategy, we look forward to working with Greenlight in achieving these ambitious targets for this year.”