Defining a luxury hotel collection

The journey of how Eden Hotel Collection used the character and individuality of each hotel to create an award-winning digital showcase.

Who

With a portfolio of nine luxurious hotels located across the UK, Eden Hotel Collection have been offering their guests a seductive slice of luxury since 1995. As part of The Rigby Group, founded by IT entrepreneur Sir Peter Rigby, The Eden Hotel Collection offers carefully chosen unique, award-winning hotels that all offer the same impeccable standards of service and attention to detail.

Why

The Eden Hotel Collection wanted to ensure all the websites felt like a collection but also that the unique selling points and individuality of each hotel shone through to re-enforce the strapline 'unique in character, individual in style'. It was important all of the new hotel websites appealed to a wider audience and increased the revenue taken from website bookings.

What

Following a discovery workshop, Rawww started work developing a new structure and design for Eden’s group website focusing on encouraging users to click through to one of the Collection’s nine hotels. An inspiration tool now allows users to filter available hotels based on their interests or needs such as spa, family or dog friendly.

The first hotel website redesign to be completed was the beautiful Bovey Castle in Dartmoor, which featured on Channel 5’s ‘Posh Hotels with Sally and Nigel’. We wanted to capture the character and charm of Bovey Castle, to help inspire customers visiting the website to imagine themselves staying in Dartmoor and to echo the real-life experience a customer has when walking through the hotel’s front door.

There was also a need for the Eden Hotel Collection group website to have a dedicated ‘careers’ section that covered what life was like working at Eden, including publishing current vacancies across all hotels.