We have been working with Village Hotels for over 6 years, during which time we have helped grow their business, maximising bookings and revenue, by developing a highly effective online presence for the brand via their website and key online marketing channels.
In 2011, we were tasked with re-designing and developing an engaging and interactive new website that was a little different to your average hotel website, that would bring to life the brand's 'Welcome to More' proposition and more accurately reflect the in-hotel experience online.
We created a lifestyle-focused site that promotes the wide breadth of offering consumers can experience at one of Village Hotels' many locations. The homepage features an interactive wall incorporating offers, photos, components, text and illustrations to allow a huge variety of different, engaging and ever-changing content to be displayed. It is a key merchandising area that also helps the user navigate to focus areas of the site.
Other new features include:
- A brand experience section that utilises stylish interior shots to give the user a taste of what the hotels have to offer
- Interactive maps to aid in the search process
- An offers section, which allows users to filter and search offers most relevant to them across all brands
- An events tool to make booking party nights at the hotels as direct as possible
- A refined booking component to maintain and streamline the direct booking process for the user
Phase 2 will see the natural extension of this, incorporating online booking across all brands, so that booking a meal, a round of golf, a party night, a spa treatment or a meeting room is as easy as booking your room.
The site went live in October 2011 and within the first month of going live, conversion rates shot up to over 12%. Since then, there has been a 62% increase in visitors to the site and a magnificent 15% reduction in bounce rate from the homepage. We're very happy with this result and equally happy with the great feedback we've received from both the client and from loyal customers via Village Hotels' various social media channels.