CORINTHIA HOTELS
CREATING A WORLD-CLASS DIGITAL EXPERIENCE
An Umbraco CMS solution with stunning results ✨
What had to be done
Corinthia Hotels needed a new website that appealed to their audience of affluent individuals and business travelers. This included:
👉 Delivering a best-in-class design experience showcasing a recently refreshed visual identity and tone of voice
👉 Allowing all nine global hotels to be managed within one CMS, as well as futureproofing functionality so that Corinthia could add more hotels as the group expands
👉 Bringing website and blog content onto one architecture to allow Corinthia greater control and boost SEO performance
👉 Full site translation including the creation of bespoke templates and blocks that were language agnostic
👉 API integrations with business systems
Corinthia had worked with an external brand agency earlier in the year on refreshing their brand identify and how they positioned themselves within their market. After conducting this exercise, it was obvious that the current site did not properly represent the new brand as an industry-leading luxury hotel provider. The Corinthia Hotels group pride themselves on elegant surroundings and exquisite moments for their guests. Our website design had to capture that real-life experience and brand expectation from site arrival through to booking completion. The old site was split across two separate architectures – 1 for hotel content and the other for blog content – meaning it was not optimised for organic growth.
The site was not built for SEO best practice and site performance was lacking. On the current site there was a distinct lack of any visibility around how users were behaving throughout the booking journey, meaning that there was little scope to optimise. A website will not perform if it does not speak to the user, meet their needs and help them to easily achieve their goals. Task completion on a website should be so frictionless that the user is only aware of a fantastic brand experience. This was central to our design and development approach in tackling the Corinthia Hotels project.
How we made it happen 🙌
We delivered a multi-location Umbraco CMS for all hotels across the global group. Our approach married business requirements with user needs. UX and design decisions were informed by in-depth research and user experience labs, observing the digital landscape, immersing ourselves in the worlds of our target users and the expectations that they had of the Corinthia brand. The design team created exquisite moments throughout the site journey ensuring absolute alignment to the offline brand experience. An impression of elegant, fluid site flow was generated on scroll by utilising CSS transitions to fade, scale and transform the content. Small sketch-like illustrations were brought to life online, champagne glasses chink and a lady luxuriates in the spa to surprise and delight. The Corinthia site has a complex technical construction due to a number of different integrations.
Our experience design and development teams worked harmoniously to ensure a smooth experience that delivered spot-on functionally. magine a graceful swan gliding across a lake– we don’t see the hard work under the surface propelling that swan along. Challenges included integrating Corinthia’s SynXis booking engine to the Global Hotel Alliance Discovery Loyalty scheme. The project also included hooking up the Translation Manager plugin to serve localized translated content to specific audiences.
After-launch joys 🎉
The new website offered everything Corinthia wanted from their digital refresh, from capturing the brand spirit of its international set of hotels, to creating one architecture and a centralised CMS that would grow hand-in-hand with the Corinthia portfolio. The result of our work saw timeless design, effortless functionality and dynamic digital thinking come together to bring the Corinthia brand to life online.
The new website generated 284% increase in form submissions, 12% decrease in bounce rate, and 88% increase in product page views.
The website is the window into the brand for prospective guests and partners and I am delighted that we have launched a major refresh of Corinthia.com that is truly confident, exquisite and elegant. This site is the first application of the company’s updated visual identity and tone of voice and it will provide customers with an improved user experience, while reflecting Corinthia’s brand values and showcasing exquisite product.
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