The brand already had appeal, but the website was not converting that appeal into enough direct revenue. The visuals were pleasant, but the commercial structure was too soft. Too many visitors drifted off toward intermediaries.
The Challenge
The existing site did not give direct booking enough prominence, and the overall digital experience did not fully reflect the quality of the hospitality offer. Mobile users in particular had to work too hard to reach the right path. The business needed the site to feel more premium and perform more like a booking tool.
The Work
- Refreshed the brand presentation to feel more premium and more consistent.
- Reworked the homepage and room/offer journeys around booking intent.
- Improved mobile usability and friction points in the booking path.
- Made direct booking more visible and more commercially attractive.
The Outcome
| Metric | Result |
|---|---|
| Direct bookings | +40% |
| Third-party dependence | Reduced as more guests booked directly |
| Mobile booking journey | Smoother and easier to complete |
Hospitality sites need to balance atmosphere with action. The redesign worked because the brand experience stayed attractive while the booking journey became more deliberate and more commercially useful.