Hotel Crescent Court carries a lot of weight in Dallas. This luxury hotel, situated in the cosmopolitan Uptown neighborhood, is bold, contemporary, and undeniably Texan. Following a major renovation, it’s become an icon, and it was time for a website that could carry its ambitions and draw in even more guests.
There’s nothing understated about Hotel Crescent Court. Built from a record-breaking quantity of limestone, with interiors enveloped in 10 types of marble imported from Spain and Italy, this hotel is the definition of grandeur, inside and out. And, a recent $33 million renovation revitalized these spaces and upgraded amenities. O’Rourke website specialists were then tapped for a revitalization of a different sort: The Hotel Crescent Court website.
As with any hotel website, this one was showing signs of age, especially as platforms and design best practices have moved on. The old site functioned as what we call a “brochure site” — akin to a print brochure. Open the brochure and browse. If you’re looking for something specific, you might have to skim and search until you find it. It’s full of gorgeous pictures, and may even effectively sell the experience. But if you’re sold, and ready to book, that’s another hunt for information. We needed to design a site that not only reflects Hotel Crescent Court’s elevated guest experience, but one that’s easy to navigate and even easier to book from. One that’s built for speed, compatibility, and discoverability.
The new Hotel Crescent Court website echoes like the hotel experience. It blends contemporary design and lavish, full-width video with stylish iconography and navigation elements. Light motion graphics and plentiful photography draw the eye and add interest as users browse the page. Compared to the old site, people are taking advantage of its prominent, simplified booking navigation: bookings are up more than 46% year-over year. This means direct revenue, without OTAs taking their cut of bookings. Revenue is up 44%.
SEO-optimized copy helping this destination stay at the top of search results. It shows, with the website’s conversion rate climbing more than 100%. In other words, more searchers are finding Hotel Crescent Court, and of those searchers, this new website persuades more of them to book.
A website rebuild for a hotel this prestigious demands technical excellence and a careful attention to design. Fortunately, O’Rourke’s team brings this level of discipline to all clients. Our designers strive for beauty and sophistication — but they also prize ease of navigation and building hotel websites that yield return on investment. The site’s new persistent top menu easily links users anywhere on the site, and a “Book” button serves as the primary focus. This button is easy to find, but out of the way in the corner of the browser, the hotel’s revenue growth clearly shows the power of good UX.
From a technical standpoint, the pages load quickly and move smoothly. They render responsively on desktop or mobile. The site’s structure and back-end data makes it easy for Google and other search engines to crawl the site. This also means that information is no longer scattered across the site, but focused in highly defined branches. Our high conversion rate demonstrates that these technical optimizations are working as intended.
Looking for a new hotel website that looks great, and performs even better? Reach our team to share your goals and challenges. We’d love to help.
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