Digitization has been a buzzword in any communication strategy for quite a while now. As part of Zleep Hotels’ new visual identity, new digital efforts has commenced. In cooperation with NetBooster, these digital efforts revolve around a new, improved website. The process began a year ago when Zleep Hotels acknowledged that their online experience did not align with that of the physical product. Almost of its hotels have been renovated in recent years, rendering the rooms and joint facilities completely new. The improved product quality is now also perceived in the website’s visual expression and its functionalities.
The target group in focus
From day one it was important that the website was to be developed with the user in focus. To ensure this, NetBooster made use of initial studies in the idea development process and analysis phase, such as a survey of the user’s experience of the previous website, an analysis of consumer patterns, and development of personas as well as involvement of all internal departments. The improved understanding of the target group created the foundation for the new website.
The goal was to create a website that is as responsive and user-friendly as possible. The entire site, including the booking engine, has been simplified, and its responsive design has drastically improved the user experience on mobile and tablet. The purpose of the new website is to convert more leads and move sales from other channels. This should have the following implications: the hotels’ workload is eased; the website is the guests’ first priority when booking a room; and the share of third-party sales should decrease.
“We have developed a new user interface that makes it faster and easier for our guests to make a booking, whether they book on desktop, mobile and tablet. Today, we have a much more flexible solution that can manage the growth we expect in the coming years. Simultaneously, we have cooperated with NetBooster in creating a solid platform where we can implement more digital solutions in the future,” explains Maria Thomsen, Marketing Manager at Zleep Hotels.
Digitization improves the user-friendliness
The result is a consistent website with an up-to-date design as well as improved content and technology. The information is clear and easy to find, the SEO value has increased, it is based on a simple CMS, the platform makes it easy to implement future initiatives, and it is now a fully responsive site.
“To us as a digital marketing and media bureau, a good result is achieved primarily through business understanding, a continuous dialogue, and a creative cooperation. To move Zleep Hotels’ from A to Z digitally, it was essential for us as advisors specialized in creative optimization that we were a part of the process from the very beginning,” says Andreas Suhr, Account Director at NetBooster.
About Zleep Hotels
Zleep Hotels is an innovative company that is growing rapidly. The vision is to offer an affordable quality product. The hotel chain consists of 9 hotels in Denmark. The goal is to operate 20 hotels by 2020. To realize this goal, Zleep Hotels must prove its competences to be considered an attractive franchiser, cooperator and investment.
Phone: +45 51 57 87 13