Direct Revenues Increase by 46% for Luxury Santa Fe Hotel

Lowering distribution costs with an average cost-of-sale of 5.6% on the hotel website.

Within the first month, post-launch, the website earned more than 18 times its new website budget.

HEBS Digital helped La Fonda on the Plaza, a luxury hotel that blends historic charm with modern amenities, lower distribution costs by increasing their direct website revenues 46% and room nights 64% year-over-year. In addition to a launching a new, award-winning Responsive website, HeBS Digital launched SEM campaigns, an Ongoing SEO Package, online media campaigns, email marketing, and Reservation Abandonment programs.

About The Client

La Fonda on the Plaza is a historic luxury hotel in Santa Fe, New Mexico. The property has 180 rooms and is located in the middle of the city’s main cultural district, the historic Plaza.

Business Needs:

Approach & Target Audience:

The Website

Creating an Online Identity to Match a Four-Diamond Property

Preliminary research included a discovery process to identify the hotel’s goals and target audiences. The project was a collaboration between copywriters, designers, project management, analytics, and account management teams to create a search engine optimized, user-friendly website that satisfied the client’s expectations from both visual and performance standpoints. 

  • Responsive Website
  • Parallax Mini-Site for Restaurant
  • Targets Key Customer Segment
  • Revenue Boost
  • Destination Content
  • Interactive Elements


  • 46%+

    Revenue Year-Over-Year

  • 64%+

    Room Nights Year-Over-Year

  • 1,853%

    Total ROI

  • 5.4%


We are so proud of our team for winning an Adrian Award for this website, which further validates our team’s unrelenting mission to help hotels like La Fonda on the Plaza shift share away from the OTAs and increase revenue via the direct online channel.

Max Starkov, President and CEO of HeBS Digital.