Our Work

Hotel 1926

By January 28, 2020 No Comments

The Brief

1926 Hotel & Spa is situated in the beautiful Sliema seafront, known for its modernity and luxury. 1926 approached ANCHOVY. to increase their direct bookings and strengthen their position during their infancy stages. 

The Brief

1926 Hotel & Spa is situated in the beautiful Sliema seafront, known for its modernity and luxury. 1926 approached ANCHOVY. to increase their direct bookings and strengthen their position during their infancy stages. 

The Challenge

One sentence: Increasing traffic, without hurting
the clients conversion rate.

Before we could begin increasing the hotel’s direct bookings, firstly we had to understand what was motivating the customers to book elsewhere.

ANCHOVY. performed a detailed audit of the website which uncovered design flaws which were reducing the website’s conversion rate and a mismatch in the portrayal of the establishment resulting in lowered customer satisfaction.

This led to a full redesign to give the user an enhanced experience whilst providing them with a first impression that is in line with the feeling of walking into the hotel itself. Following this, we could begin developing a full digital campaign to meet the clients sales targets.

Before we could begin increasing the hotel’s direct bookings, firstly we had to understand what was motivating the customers to book elsewhere.

ANCHOVY. performed a detailed audit of the website which uncovered design flaws which were reducing the website’s conversion rate and a mismatch in the portrayal of the establishment resulting in lowered customer satisfaction.

This led to a full redesign to give the user an enhanced experience whilst providing them with a first impression that is in line with the feeling of walking into the hotel itself. Following this, we could begin developing a full digital campaign to meet the clients sales targets.

The Process: UX/UI

In order to re-design the website, we took on the following assessment path to ensure the clients key objectives were at our forefront:

The Process: UX/UI

In order to re-design the website, we took on the following assessment path to ensure the clients key objectives were at our forefront:

Competitive
Research

We analysed other services/websites that offer hotel bookings and holiday planning assistance. This was done to fully understand users expectations and question possible solutions.

Goals and
Challenges

Following the research phase, we examined how the insights we collected can directly address the client’s objective. This was done by dividing their goals and corresponding challenges into two columns:

Competitive
Research

We analysed other services/websites that offer hotel bookings and holiday planning assistance. This was done to fully understand users expectations and question possible solutions.

Goals and
Challenges

Following the research phase, we examined how the insights we collected can directly address the client’s objective. This was done by dividing their goals and corresponding challenges into two columns:

User Flows

Considering the client’s website was losing potential customers, the users flow was heavily focused on. ‘Uncomplicated comfort’ is a key descriptor of 1926’s brand identity – this characteristic was applied throughout the user flow to minimise unnecessary clicks and increase conversions.

User Flows

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Considering the client’s website was losing potential customers, the users flow was heavily focused on. ‘Uncomplicated comfort’ is a key descriptor of 1926’s brand identity – this characteristic was applied throughout the user flow to minimise unnecessary clicks and increase conversions.

Wireframe and
User Interface

After defining the user flow, we started sketching out the wireframe and started the design process. ANCHOVY. unified the clients brand guidelines, which was then followed throughout the user interface.

Wireframe and
User Interface

After defining the user flow, we started sketching out the wireframe and started the design process. ANCHOVY. unified the clients brand guidelines, which was then followed throughout the user interface.

Strategy

Following the newly launched website, we ran Google Ads in the United Kingdom and On-Site SEO. The strategy was formulated by identifying the countries whose residents would be most likely to book a stay at the 1926 Hotel and Spa, then pulling them to the website by creating an attractive ad copy based on their profile in order to convert.

Strategy

Following the newly launched website, we ran Google Ads in the United Kingdom and On-Site SEO. The strategy was formulated by identifying the countries whose residents would be most likely to book a stay at the 1926 Hotel and Spa, then pulling them to the website by creating an attractive ad copy based on their profile in order to convert.

Results

We increased the client’s traffic by 50%, and due to the revamped
website, increased their direct conversion rate by 20%

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