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Aims

-To update the current Seymour Hotels website.
-To create four micro sites for each hotel, giving them an individual personality based on their unique selling points.
-Retain strengths in SEO.
-Make the website more marketable through navigation and the availability of call to action points on each page.
-Increase in online booking, visits to the website, and increase the number of people signing up to the site for promotions and updates.

Campaign

The Seymour Hotel Group own some of Jersey’s most spectacular hotels including the Merton Hotel, Pomme d’Or, Greenhills Hotel and the Merton Suites. Each hotel has its own personality, feel and range of services.

The previous Seymour Hotels website had simply become out of date in terms of display and marketability. One strength, however, was its Search Engine Optimisation capabilities and so maintaining this SEO success was an integral part of the project planning and strategy from day one.

This project was incredibly challenging and stimulating and we are proud of the finished product. We believe that this website demonstrates what we do best.

We wanted each hotel to have its own micro site in order to reflect each individual personality. Each part of the site demonstrates the unique selling points of each hotel, such as leisure facilities, entertainment and events, rates and offers. The photo gallery allows viewers to look at the rooms that are available, as well as taking a look at the hotel restaurants and surrounding facilities.

By creating individual areas for each hotel, it allows viewers to determine which hotel is best suited to their needs. Each hotel has its own distinguishing features and personality within its straplines. We carried out workshops with Seymour Hotels stakeholders in order to help us fully illustrate the key features of each hotel.

The back end of the website contains a template of each page, exploiting each selling and call-to-action point in order to fully engage each visitor as well as aiding the navigation throughout the website. The theme and layout also maintains the collective feeling of all the hotels.

The marketability of the site has been enhanced through the site structure, as the structure is key to its success. The layout of each page was designed as a template so that there is a clear consistency in each page that the customer visits.

Another factor in the marketability of the site is the CMS system behind it, called Umbraco. This system has allowed us at The Idea Works, and our partners on this project Webreality, to push the boundaries with what we can offer within a website. Umbraco has enabled the Seymour Hotels website to retain its strengths in SEO, and allow for further interactivity with its visitors.

Visitors want to soak up the details of each hotel and react to it. The website is therefore easy to explore without feeling as if you are lost in mounds of irrelevant information. The easier a website is to navigate, the higher the chance that viewers will engage and interact with it.

An important element of this interaction are the call-to-action points on each page. The book online buttons on each page and the hotel telephone numbers encourage this interactivity, and will push our aim to increase the number of customers who book online. Visitors are also able to sign-up for updates and promotional offers in the contact us section.

Results

-We have created an attractive website that is easy to navigate and engage with.
-This has been a stimulating and challenging project for The Idea Works and is a brilliant example of what we do best.
-This has lead to us designing email response letters and further promotional EDMs for the Seymour Hotel Group.
-So far we have a had significantly higher number of people signing up to the website on a daily basis.