Challenge
InterContinental Hotels Group operates globally, with numerous brands in nearly 100 countries. In the UK and Ireland, IHG needed to create 40 separate hotel websites for the Holiday Inn and Crowne Plaza brands. The challenge was to maintain strong central brand control while allowing local flexibility, all while enhancing performance metrics such as look-to-book conversion, room revenue, and promotional effectiveness. Delivery also needed to be quick and dependable.
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Solution
Equator partnered with IHG to design and deliver a fully integrated, multi-site digital platform built on Umbraco.
The approach offered central governance with controlled local autonomy, all managed from a single hub.
- Built 40 hotel websites managed from a central Umbraco CMS
- Implemented tiered permission levels for global, regional, and local teams
- Enabled head-office control of branding, messaging, and promotions
- Allowed local hotels to manage offers, events, and campaigns within defined areas
- Delivered a brand switch to apply Holiday Inn or Crowne Plaza templates per site
- Implemented global and local configuration tools to protect critical components
- Optimised site speed, performance, SEO, and multilingual capability
- Designed journeys to improve look-to-book ratios and ancillary promotion
Results
40 fully branded hotel websites delivered
Centralised control with local flexibility achieved
Improved performance foundations across booking and promotional journeys
Project delivered on time and on budget in 12 weeks
Outcome
IHG now operates a scalable, high-performance multi-site platform that maintains brand consistency while allowing local flexibility. The solution enables faster updates, better governance, and improved commercial results across Holiday Inn and Crowne Plaza hotels in the UK and Ireland.