- Senior Marketing Director at the Corinthia Group
“The website is the window into the brand for prospective guests and partners and I am delighted that we have launched a major refresh of Corinthia.com that is truly confident, exquisite and elegant. This site is the first application of the company’s updated visual identity and tone of voice and it will provide customers with an improved user experience, while reflecting Corinthia’s brand values and showcasing exquisite product.”
Creating a world-class digital experience for Corinthia Hotels
Built on the pillars of elegant accommodation, timeless hospitality and impeccable service, the Corinthia Group is made of nine hotels in some of the world’s most iconic cities. We were brought into design and build a new immersive website that captured the luxury essence of the group while also merging each hotel’s site and character into one online global experience.
Corinthia needed an online hub that showcased the individual character of each of their luxury hotels and would deliver a best-in-class user experience.
The new website needed to be built on a single architecture with a universal CMS and be future-proofed to align with the Group’s ambitious growth plans.
With the hotels’ global footprint, we also needed to incorporate international translation capabilities as well as seamless API integration with the hotel’s booking system and loyalty programme.
We set out to create an elegant and immersive experience for the site’s users, reflecting the attentive service and attention to detail of each of Corinthia’s hotels.
Drawing on teams of specialists from across our agency to solve UX, design and development challenges, we created a platform that would support both the business and its customers.
THE GUEST JOURNEY
Our process started by fully immersing ourselves in research, UX workshops and stakeholder interviews to understand how to best balance pragmatism with expressive design across the site. Wireframes were developed to show layout and functionality, with a focus on how pages could be flexible enough to service the different hotels within the group with their unique propositions and features. Utilising a hamburger menu meant navigation could be kept out of the way on both mobile and desktop sites, allowing any inspirational imagery to take centre stage. Access for a worldwide audience was also crucial to the redesign, meaning translations of all onsite content would be needed to avoid issues which could be governed by the user’s browser language.
We worked closely with Corinthia to create a new visual language which perfectly reflected the elegance and design details that are integral to what make Corinthia so unique. Corinthia provided a number of domains which we analysed in order to help define their ideal concept. Landing on the new site, you’d be greeted by an initial video showcase of the hotel which invites the users to experience the buildings and accommodation for themselves. This invitation leads you into the subtly sophisticated, clean design of the website with visual elements helping to communicate Corinthia’s prestige, from carousels and rollovers down to the typography. A full-screen, immersive experience was at the heart of our creative thinking, especially when crafting the overhauled booking system interface which allowed us to present a simplified form to further focus the attention of users.
A UNIFIED BUILD
The website architecture, governed by one unified CMS built on Umbraco, is used by all nine of the hotels within the Corinthia Hotel group, adding consistency and improved features which helped to create a better experience for all users. We implemented Translation Manager – our first foray into using this Umbraco Package – to help facilitate CMS managed translations for content sitewide, offering ‘GRID’ based content management and complex datatypes for storing data. The new site also had to talk properly with SynXis, Corinthia’s reservation system, which meant changing how SynXis information populated within the corresponding content components of the CMS. By doing this, the site and reservation system worked together seamlessly and could track any requests made from a single source.
The new website offered everything Corinthia wanted from their digital refresh, from capturing the brand spirit of its international set of hotels, to creating one architecture and a centralised CMS that would grow hand-in-hand with the Corinthia portfolio.
The result of our work saw timeless design, effortless functionality and dynamic digital thinking come together to bring the Corinthia brand to life online.