Brief
Maybourne Hotel Group owns three legendary 5 star hotels in London: Claridge's, The Connaught and The Berkeley. Maybourne selected Nucleus to define a new digital strategy and re-design hotel websites for each of its landmark properties, based on a new technical platform and CMS system. A group portal and upgraded booking engine were also required.
Solution
Our solution delivered a distinctive brand experience for each property, bringing out the individual characters of each legendary hotel, underpinned by consistent navigation and a common technical platform based on Ektron 400 CMS. The bespoke booking engine was based on Pegasus Ultra Direct. Each hotel website follows a similar structure but each with a contrasting look and feel: the Berkeley oozes contemporary chic; the Connaught provides a discreetly grand online experience; and Claridge’s offers Art Deco grand-luxe opulence.
Results
The Connaught was first to launch in March 2008 and immediately showed improved performance over the previous website in terms of visitor volumes, average pages viewed and conversion rates for online bookings. The Berkeley and Claridge’s, both have showed marked improvements in key search results, visitor dwell times and conversion and the Maybourne portal and new booking engine, launched in July 2009, has delivered a transformed performance.
Our work for the Maybourne Hotel Group was awarded Best Hotel Website at the Travolution Awards 2009.