Dockside Hotel - Web design - +42% direct bookings
The problem
- The previous site hid key offers and room differences.
- Mobile booking required too many steps and drop-offs were high.
Constraints
- Legacy booking engine could not be replaced.
- Launch window aligned with peak season.
The approach
- Rebuilt the IA around intent: stay, dine, celebrate.
- Designed a comparison block for room selection confidence.
- Simplified mobile forms and reduced friction points.
The result
Direct bookings rose within the first month with clearer room positioning.
+42%
Direct bookings
Measured over 6 weeks post-launch.
-28%
Drop-off
From room selection to booking.
1.4s
Load time
Median mobile page load.
Gallery
Close
Booking funnel with clear room comparisons.
Deliverables
Brand
- Guest experience tone guidelines
Web
- 12 page marketing site
- Room comparison module
- Event microsite
Photo
- Lifestyle reshoot art direction
Content
- Search-friendly copy
"The new site finally reflects the hotel. Guests book faster and with more confidence."