Just a few days away from Paris fashion week, the main hotels from the City of Lights are preparing to fill up. For this occasion, the legendary Parisian Royal Monceau Palace website has been redesigned and offers a new haute couture online showcase!
The Royal Monceau, renovated in 2012 by Philippe Stark, is a jewel of luxury that combines a tradition of conviviality with a managed performance imposed within the current digital distribution context.
We met Barbara Sablon, Communications Director at the Royal Monceau, on the occasion of their new website launch, whose development was entrusted to the WebStudio FASTBOOKING.
What was the major challenge for this new site?
The aim was to propose a modern, rich and clear website, highlighting the uniqueness of the Royal Monceau.
FASTBOOKING achieved the site that we expected, a tailor-made site, in our image, which respects our DNA and offers a new dimension to the online visibility of our establishment.
Who are you addressing through this new site?
Our target clientele are rather young and definitely trending towards the world of arts and fashion. Likewise so too are the the high-end clientele from the international business community.
Though our clients are mainly foreigners regarding the accommodation segment, we are also targeting Parisians for our SPA and Catering facilities.
In other words, precision driven clientele, for which our teams have only one constant recurring motivation factor: to allow them to discover our artistic world, bold and resolutely contemporary, and offer them the most personalized service.
How does this site fit into your brand strategy?
When I joined the Royal Monceau team, I made this web project a priority.
The website is now central to a digital communication strategy, especially when the brand image is strong, like the Royal Monceau Raffles Paris.
We wanted a website that reflects our image… and we wanted it fast! Indeed, we were looking forward to being able to give our visitors a strong experience through our new site – and immersing them into our unique universe where it’s all about elegance and Parisian chic.
And I am delighted because the FASTBOOKING teams have perfectly understood our needs, and the site reflects very well the universe of the hotel.
It has also been delivered on time, namely in 4 months, which was some performance for a project of this scale.
Your site invites the visitor into an experience that goes beyond the hotel’s walls: can you tell us a word about it?
Indeed, since our hotel is a real living and leisure place with our Spa and also our cultural spaces such as our movie theater, art bookshop or art gallery, we are willing to provide practical information on current events for these different spaces (cinema sessions, current exhibitions, gift ideas, signature treatments …)
The possibility of reserving all our services (and the integration of our different booking systems) allows us to reinforce the promotion of the hotels additional services.
In a word …
What did you focus on in your specifications?
Aesthetics & clarity
The “advice” of FASTBOOKING teams?
The video on the homepage
What do you like best about your site?
Your relationship with the FASTBOOKING Web Studio team ?
If you think of the website you had imagined (design, features …), would you say that the site meets your expectations?
Here are some tips from our Web Studio before starting the project:
1/ Like Barbara, define your target audience : customers typology, source, what they come to look for in your establishment …
2/ List the characteristics that seem essential to you: service, atmosphere …
3/ Tell your story, bet on video and on “lifestyle” photos, or virtual tours to immerse the user in your universe.
4/ Do not forget! A visitor consults about 38 sites to prepare a trip, so think about the practical information to provide them so that they do not need to consult other sites to find key essentials (travel itinerary to get to your hotel, points of interest within the hotels proximity, customer reviews …)
5/ 5 / Spa, restaurants… they represent a substantial additional source of revenue : how would you like to highlight these services? Do you want a contact form for instance?
6/ 40% of travelers visit the special offers page of a hotel website! Have you thought about the triggers bringing visitors into your booking tunnel? For example, would you like to display your best offers in real time with a direct link to your booking engine and/or add a “from” price in your room description pages?
7/ And above all, think MOBILE : a responsive site is vital!
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