BON Hotels

Search Engine Optimization

BON Hotels is a South Africa based hotel management chain with over a hundred years of collective experience in the industry, consisting of over 30 hotels across Africa. The BON Hotels service offering consists of accommodation, dining, conferencing facilities and sporting activities.

401%Increase in Online Bookings

105%Increase in Organic Traffic

252%Increase in Page Views

Brief & Objectives

BON Hotel’s objective was to increase their visibility and their organic traffic.


When BON Hotels first came to us, their website’s search engine traffic was growing at a slow pace, they were unable to see which channels were actually driving bookings, their website was not making a % of their overall revenue based on industry averages and they were paying out large amounts of commission to online travel agents (OTA’s) to drive their online business.

Our Solution

  • The first avenue for us was to start tracking all enquiries and bookings that were taking place via the website. We wanted to know exactly what aspects of the website were driving value and the amount of value they were driving.
  • Carried out a detailed technical SEO audit to identify key problem area relating to the code, content and structure of the website.
  • Identififed and analysed competitors to determine their strengths, weaknesses and strategies in order to formulate an approach which would out perform the competition.
  • Redesigned the existing website structure to ensure page ranked more effectively for key non-branded terms.

“Ruby Digital has been a key asset to the growth of our company. They have a wealth of knowledge in the digital space and have shown constant innovation focused on achieving our business objectives.”

Natasha Bester

Group Marketing Manager


BON Hotels saw an 401% increase in organic traffic which increased engagment in the form of a 252% increase in page view. This ultimately translated into the bottom line  bringing a 105% increase in direct online bookings allowing BON Hotels to reduce their reliance on OTA’s to drive bookings.

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