Traditional brand, cutting-edge site

Greene King

A new digital home and booking engine for Greene King hotels to support their growing businesses with future-proof technology and a better experience for customers.

A new brand for a new partnership

Greene King Inns is a network of around 130 hotels stretching from Aberdeenshire to the Isle of Wight. Most of them were originally traditional pubs, and they retain the friendly, informal feel of independent local taverns.


When Greene King’s team first spoke to Equator, the business was in the process of merging two hotel chains into one. They needed a new website and booking engine to cope with the added complexity while projecting a new, unified brand, reducing costs, and delivering a better service.

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Building on experience

We brought our unrivalled experience in the hotel and travel industry into play for Greene King. Our creative work focused on conveying a rich and reassuring experience to new and returning customers, reflecting the nature of the brand and the character of many of the individual hotels.


While the look and feel of our creative was traditional, improved modern tech was key to how it all worked. We designed a fully integrated experience with Guestline, Greene King Inns operations software partner. Backed by enterprise-level Umbraco CMS, we developed a robust, scaleable and future-proof structure.

Keeping it simple

Demographic insight into Greene King’s actual and potential audience strongly suggested we should keep the online experience clear and simple, so we made booking, offers and seasonal packages easy to use and navigate. With 130 properties to display, finding locations, dates and rates had to be quick and user-friendly.


The merger of the two hotel chains went without a hitch, and our new site performed beautifully from day one.

Expectations exceeded

Conversion rates for site visitors have climbed steadily and consistently since launch. We’ve achieved and exceeded our KPIs in terms of increased turnover and maximised gross profit.

A brand experience ready for tomorrow

For Greene King we provided a complex mixture of strategy, creativity, engineering and technology - but we made it all look simple, making for an easy, user-friendly experience. Ask us how we could do the same for your brand.