Bass Hotels & Resorts Inc. had not revamped its corporate site or its brands' sites since their launch in 1995. At Holiday Inn's site, the cluttered-looking home page revolved around a theme from an old and short-lived advertising campaign. When Web site visitors booked rooms online, the site would identify room types using a cryptic shorthand (for example, "KNG LSR" for "King Leisure"). In addition, Web visitors could get access to only one room rate; they could see a list of hotels offering last-minute rate discounts but couldn't book those rates online.
It cost Bass more than US$ 2 million to redesign five sites-its corporate site, plus those of Holiday Inn, Holiday Inn Express, Staybridge Suites and Crowne Plaza-and build a new site for its Priority Club traveller loyalty program, which is integrated with the hotel sites. Holiday Inn's new site has a streamlined design that makes it easier for customers to find the site's main functions. On the reservations pages, room types are identified by their full names. Web customers can access the same room rates as customers who call on the phone; they can also book last-minute specials called Holideals online.
Bass Hotels & Resorts, Atlanta
Reason for redesign
The Web site for Holiday Inn had a dated look and feel and limited functionality.
Site is easier to navigate; customers can access all available room rates and set preferences for room searches; customers receive e-mail confirmation of reservations. Individual hotels can update information via the company's intranet site. www.holiday-inn.com
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