The Lenox Hotel is among Boston’s most iconic properties. With an incredibly loyal repeat customer base, this historic hotel is as famous for its exceptional service and its prime location and gorgeous building. So a new website wasn’t about driving bookings. In fact, their long-time relationship with GCommerce was delivering enviable results through strategic digital marketing campaigns.
Lacking was The Lenox’s personality from its website. While effective in communicating information and online bookings, the site was missing the true story of this prominent Beantown property.
Company B set out to discover what made The Lenox so special. Through research, site visits, staff branding sessions, and guest and website data, we were able to understand that people are what make The Lenox remarkable.
Guided by a fresh new brand statement, key messaging and a vibrant color palette that captured the spirit of the property and its lively staff, we designed a website to capture a day in the life at The Lenox.
The new robust website now features candid photography captured by Haas & Haas, a blog with expert staff articles, a map that demonstrates The Lenox is at the heart of Boston, and a custom social media aggregator that brings the guest into the website.
The measure of success for any hotel website is undoubtedly conversions and online reservations. For this client, a high bar to be sure. But bringing an incredible hotel to life for those whose first interaction is online translates into a level of brand equity that has long-term returns.