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ST Hotels

By April 4, 2019 No Comments

Intro

ANCHOVY. was approached by ST Hotels to overhaul their online presence with the goal of attracting more guests and increasing the amount of online bookings throughout the year.

Starting Points

Delivereables

Website
Logo refinement
Digital Roll-out

Departments

User Experience Design
Creative Design
Digital
SEO

Background

ST Hotels are a group of five different hotels in the Gzira-Sliema area, all with the aim of providing quality accommodation at budget prices

Let’s get started

User Experience Concept

ST Hotels wanted to attract more hotel guests. We took a look at the current process of booking a room from a user point of view, to identify potential pain points in the process.

We observed that each of their five (at that time, four) have their own unique URL and their own main navigation menu. This means two things:

  1. Users couldn’t easily compare and contrast each hotel that could be relevant to their needs
  2. Each url has a different navigation model which makes it hard to explore the different hotels that fall under ST Hotels.

Moving on with the concept, we created a sitemap that illustrated our plans for the unification of their online presence.

User Experience Creative 

Our user experience process contains two distinct phases:
Wireframing & design.

Wireframes: the home page

The new homepage was designed with a very specific purpose in mind
to provide a bird’s eye view of the ST Hotels group and all of their properties

Menu navigation

An updated main navigation bar clearly shows each available hotel. This will more clearly illustrate the fact there are in fact multiple accommodations available to the user. Less important items have their own section (top) in this menu bar for even easier access.

Intro + booking engine

The booking engine was included on every relevant above the fold, in order to make the booking and room comparison process easier to initiate.

Pick one hotel

LINKS TO ACCOMMODATION LANDING PAGES

Four hotels with an individual representative image that links to the accommodation landing pages in order to clearly illustrate the fact that there are different hotels to ‘explore’ in the area.

Features that apply to all accommodations

Giving an overview of the primary features that customers can enjoy when staying at an ST Hotels accommodation

Photo gallery

MIX OF ALL ACCOMMODATIONS

Visually showing what customers can expect while staying here.

Menu navigation

An updated main navigation bar clearly shows each available hotel. This will more clearly illustrate the fact there are in fact multiple accommodations available to the user. Less important items have their own section (top) in this menu bar for even easier access.

Intro + booking engine

The booking engine was included on every relevant above the fold, in order to make the booking and room comparison process easier to initiate.

Pick one hotel

LINKS TO ACCOMMODATION LANDING PAGES

Four hotels with an individual representative image that links to the accommodation landing pages in order to clearly illustrate the fact that there are different hotels to ‘explore’ in the area.

Features that apply to all accommodations

Giving an overview of the primary features that customers can enjoy when staying at an ST Hotels accommodation

Photo gallery

MIX OF ALL ACCOMMODATIONS

Visually showing what customers can expect while staying here.

Wireframes: other important features

Website retention

Pushing other hotels on the bottom of each accommodation page will result in greater site retention and conversion rates due to the inclusion of rotational elements that facilitate user flow throughout

Saving space by hiding content in popups

Popups are used in order to minimise the length of a page by only showing certain information when specifically requested by users

Desktop vs mobile

Initial testing showed us that people navigating on mobile place greater importance on immediately seeing the full range of accommodations available. Because of this we made the decision to modify the mobile layout of the homepage to reflect these findings.

Website retention

Pushing other hotels on the bottom of each accommodation page will result in greater site retention and conversion rates due to the inclusion of rotational elements that facilitate user flow throughout

Saving space by hiding content in popups

Popups are used in order to minimise the length of a page by only showing certain information when specifically requested by users

Desktop vs mobile

Initial testing showed us that people navigating on mobile place greater importance on immediately seeing the full range of accommodations available. Because of this we made the decision to modify the mobile layout of the homepage to reflect these findings.

Design: Style Exploration

A fresh look was created for the website while maintaining established brand colours in order to improve recognition and create a feeling of familiarity for site visitors.

Colours exclusive to each hotel were defined in order to create an additional layer of recognition for frequent site visitors. Cleanliness, and affordability were key elements of the brand and we used this colour scheme to convey this in a playful and welcoming way by pairing one strong colour with bright whites.

Design: Style Exploration

A fresh look was created for the website while maintaining established brand colours in order to improve recognition and create a feeling of familiarity for site visitors.

Colours exclusive to each hotel were defined in order to create an additional layer of recognition for frequent site visitors. Cleanliness, and affordability were key elements of the brand and we used this colour scheme to convey this in a playful and welcoming way by pairing one strong colour with bright whites.

The look

Imagery that evokes feelings or memories of the ideal holiday was used throughout the site. This is done in order to create a greater emotional connection between user and brand that will in turn improve conversion rates.

Homepage image sliders

Photography

With four accommodations (and one coming soon) there are over 30 different rooms that need to be shown on this website.

A range of photos that put the spotlight on each room’s most appealing features was used.

Iconography

Each room has its own set of amenities and icons were used to allow users to identify which of these are available at a glance

The look

Imagery that evokes feelings or memories of the ideal holiday was used throughout the site. This is done in order to create a greater emotional connection between user and brand that will in turn improve conversion rates.

Homepage image sliders

Photography

With four accommodations (and one coming soon) there are over 30 different rooms that need to be shown on this website.

A range of photos that put the spotlight on each room’s most appealing features was used.

Iconography

Each room has its own set of amenities and icons were used to allow users to identify which of these are available at a glance

The Result

Not only did we completely revamp ST Hotels’ online image, we also managed to generate over €90k of revenue just under a month and a half post launch.

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