Shire Hotels owns and operates six four star, full service hotels each benefitting from excellent spa facilities, meetings & conference facilities, AA one rosette standard restaurants and of stylish accommodation.
Shire Hotels had seven live websites; a group site and one for each hotel. These were around eight years old, non responsive and were looking a bit tired and out-dated.
conversion & innovation
Whilst increased conversion from look to book was a priority of the new site, Shire also wanted to gain their place ahead of the competition and create an industry leading product, with innovations that hadn’t been seen before in the UK hotel industry.
Shire Hotels pride themselves on the ‘Small details. Big difference’. We wanted to take users on a journey of discovery; from a warm welcome, through to the luxurious comfort of a room, the indulgent spa facilities and award winning restaurants.
A combination of images, video and content hotspots were crafted into a scrolling homepage experience through which the user could discover all Shire Hotels have to offer.
With other hotels, booking engines and review sites online competition is high. Getting visitors to your site is one challenge, keeping them on there to make a booking is another.
#1 Book Now
Presenting the user with a clear, simple and focused booking menu was identified during the planning and wireframe sessions. A full screen take over with clean, crafted selection and entry field boxes has allows for a visually pleasing booking look up mechanic, removing any distraction from the surrounding site.
#2 Mobile Matters
Analytical data and user research highlighted the different ways people used the site depending on the device they were using. This allowed us to prioritise particular content and function when the site responds down to mobile with hotel selection and booking the focus.
#3 Lowest Rate Guaranteed?
All hotel sites tell the user they are the cheapest online if you book direct. Do we believe them? No. So users mover over to a booking engine (OTR) to double check, where they are then presented with a world of different hotels under budget.
We wanted to keep people on site at that crucial point in the booking process, so devised a mechanic that, when queried, pulled in the results from a number of OTRs, saving the user the click off site and lure of other hotels.