A complete overhaul was needed.
Macdonald Hotels briefed Equator to overhaul their aging web estate. They wanted to streamline the booking process and put greater focus on their Golf, Spa, Weddings, Business and Food & Drink facilities for revenue growth.
Moving to a mobile-first world
We were tasked with creating a forward-thinking website that differentiated Macdonald Hotels. We had to simplify and improve the customer journey to grow bookings and revenue through the site. Initial research revealed that it was imperative the new site catered for mobile users as their numbers were increasing exponentially.
A first-class experience
One of our challenges was maintaining a first-class experience across all devices. Macdonald wanted to be seen as more premium than competitors by offering a diverse range of hotels (from luxury hotels, to country houses, to boutique city centre locations), along with high quality food and drink and additional packages.
A completely new design process
Our pioneering, responsive design concept meant a complete rethink of our design process involving thoroughly testing prototypes on all devices to make sure we delivered a consistently high-quality experience. We also re-wrote the site's 600+ pages to create a stronger personality and to achieve better search engine traction.
The site paid for itself in less than a year
In just 9 months, revenues had increased by 8% to almost £1.5 million. Not only that, but MacdonaldHotels.co.uk was one of the world’s first hotel sites with fully responsive functionality for devices. It was showcased on UXBooth.com and in The Financial Times as a leading example of design for an increasingly mobile, touch-based world.