Staying different with Malmaison

Malmaison

We’ve worked with stylish hotel brand Malmaison for over seven years, using integration to combat the rise of online travel agents and building a website that genuinely reflects the brand.

Can we help your brand too?

Our work for Malmaison has consistently married creative flair with hard-nosed, analytical savvy. If you’d like to see how we could do the same for your brand, get in touch.

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One of the UK’s most stylish and distinctive travel brands

Operating 16 boutique hotels from Aberdeen to Brighton, the chain is known for glamorous and distinctive design, as well as great bars and restaurants. In a series of projects, we’ve transformed the way the brand looks, feels and works online.

Beating the OTAs with integration

By the end of 2016, the rise of online travel agents (OTAs) and significant changes in the search landscape was posing a real challenge to Malmaison’s profits.

We deployed an integrated marketing strategy combining PPC, SEO, Affiliates and Display expertise. Traditional strategies were scrutinised to maximise year-round returns and turn periods of low occupancy into revenue-building opportunities.

From drab to fab - a website that embodies the brand

Malmaison’s distinctive hotels are stylish and unique, but the boring old website didn’t live up to the image. They needed something daring and unconventional that would embody their brand - and reflect the experience of staying at a Mal. A dream brief for Equator.

But while allowing our creative impulse free rein, we had to balance provocative design with ease of use. We cut out the clutter, simplified navigation and made booking easy. Ditching the price messaging that dominates traditional hotel web design, we connected with people’s desire for a special treat. And adopting a ‘mobile-first’ approach made it work for the growing number of visitors using phones and tablets.

People loved the new website

Bounce rates dropped and conversion soared. Breaking from the norm paid off, with mobile revenue 75% above the industry average.

Our integrated marketing strategy smashed targets, with year-on-year bookings and revenue up 35%.

We also launched the brand’s first programmatic display campaign to prevent it being drowned out by the big OTAs.

“A gorgeous website that genuinely reflects Malmaison’s unique style.”