Taj London hotels

Taj London hotels

digital case study

Launching a new brand and re-launching an icon

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Responsive websites for Taj London hotels and restaurants


Taj Hotels, Resorts and Places appointed us to support the launch of St. James’ Court, A Taj Hotel in a fast-track programme. The website templates would then also be used for 51 Buckingham Gate and the London restaurants.


With a hotel name change planned, we first launched a teaser website to establish an SEO footprint and link searches for Crown Plaza St. James to the new brand.

We then launched the main hotel website using a responsive design approach to specifically target mobile web browsers looking for luxury hotels in London. We planned the content strategy and then wrote the website to focus on specific search terms where St. James’ Court could compete in the crowded and competitive London market.

We also developed a booking widget linking into the Taj booking system, based on TRUST’s yourreservation.net system. The responsive templates were then used to style a second hotel site for 51 Buckingham Gate, plus Quilon and Bombay Brasserie.


More than 55% of all visitors use mobile devices to browse the site and 38% are smartphones  – a sector leading KPI.

User engagement shows 3.4 pages per session and average duration of 3.03 mins. Over 5,000 Facebook likes in first 6 months, with online booking conversion rates ahead of peer group averages.