2,434% ROI for InterContinental Miami’s Independent Website
The partnership between InterContinental Miami and HEBS Digital has resulted in great returns for the property. Compared to the marketplace, while the InterContinental Miami seems like a simple extension of the InterContinental brand, the website leverages unique functionalities such as personalization features. Unlike its competitors, this independent website is able to serve unique content to website visitors based on their IP address.
About The Client
InterContinental Miami is known for being a place to be, and be seen. Away from the hustle and bustle of South Beach, InterContinental Miami serves as an oasis for a luxurious getaway. The hotel caters to the high-end leisure traveler looking for a place to rest while having spent the day at the beach, the business traveler in between meetings or wanting to use points, and even the nearby young professional wanting to stop in for happy hour.
The main objective of the redesign was to elevate the overall website presence for the InterContinental Miami. Further, the goals of the vanity website redesign included:
Increase revenue attribution to IHG.com
Boost conversion rate
Leading up to the design and development the team identified its core business drivers and the target markets. Following, the team made note of what they consider to be websites with great UX and listed the design trends that they value. After having provided this information to their website design and technology partner, both teams worked in close collaboration to create a website that would reach the outlined goals, leverage the UX and design notes, and ultimately shift share away from the OTAs.