The Goring

The Goring

brand and digital case study

Winning the battle for London luxury online


The Goring, which celebrated its Centenary in 2010, is London’s only family-owned 5-star hotel and Travel & Leisure’s number one Hotel for Service in Europe.

In recent years, London has experienced an unprecedented boom in luxury hotel openings and re-openings, so it is absolutely critical to attract, convert and retain bookings via the web – which is now the first step for any prospective guest.


The Goring’s website, designed and built by Nucleus, introduced several innovative design features that redefined the 5-star hotel user experience for digital users, just as the original hotel transformed guest experiences when it opened in 1910, offering private bathrooms and central heating in every bedroom for the first time. Innovative features include full screen imagery which scale to fit different browser sizes, including iPads, whatever the screen resolution of the user.


The Goring’s high profile association with the 2011 Royal Wedding led to website traffic spiking dramatically on the wedding day (up 19,000% or 14,000 visits per hour). However, the site managed every peak of sustained demand. The average user session was 9.78 pages per visit – remarkable figures for a single hotel hosted on a single server.

“Our website represents a giant leap forward for The Goring, bringing our unique guest experience within the reach of everyone with a computer or iPad, wherever they are in the world. Thanks to our friends at Nucleus, from now on, they will be able to fall in love with The Goring even before they arrive.”

Jeremy Goring