Taj London hotels

digital

Launching a new brand and re-launching an icon

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Responsive websites for Taj London hotels and restaurants

Brief

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.

Solution

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 a 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.

Results

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.

www.quilon.co.uk

www.bombayb.co.uk