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The Maybourne Hotel Group own and manage three of the world’s most acclaimed luxury hotels in London, – Claridge’s, the Connaught and the Berkeley.
Maybourne approached Ektron Elite Implementation partner Appius to oversee a full website redesign of the three hotel properties, creating a group of websites that stands out from their competitors and conveys the hotels’ personality and unique atmosphere. The goal was to improve visitor experience on the websites and improve booking conversions.
Appius selected Ektron as the content management platform because of its multi-site support, out of the box marketing optimisation features, search engine friendliness and ease of use.
“We wanted flexible content management of the site allowing the marketing team full control over all aspects, with multiple site management via a single interface,” says Sarah Woolven, Digital Marketing Director at Appius, “with the ability to showcase rooms, restaurants and bars through better use of imagery and feature content.”
“We also wanted to introduce a room and suite comparison tool to allow customers to easily identify and evaluate room details with an availability checker. In an effort to stress the hotels’ great locations and make the guest feel like they are part of the city, the website needed a local area mapping tool with a key point of interest.”
Launched in October 2012, www.maybourne.com is an animated, photo-rich website which conveys the ‘understated elegance’ of the three hotels, underpinned by the Ektron content management system.
“With Ektron we are able to manage all three sites through a single interface, with the ability to sync content through eSync at a folder rather than a full site level,” says Sarah Woolven. Ektron eSync automates the secure provisioning of web content, code, assets and templates from development through production, speeding time to Web and eliminating site downtime.
The website uses Ektron Smart Form data to integrate fully with Maybourne’s room and dining reservation systems pulling through live pricing, availability and special offers, meaning customers can check pricing and availability in the page they are viewing rather than needing to go to a specific section. Ektron Smart Form templates simplify web page creation by separating content creation from its ultimate presentation. As well as making page creation simple, Smart Forms help maintain consistency and branding across every page.
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