Maybourne Hotel Group

Main services provided

Complete Development of the website, and Digital Strategy consultancy, including end-to-end integrations with third-party booking systems with bespoke built User Experiences.

Technology Used

The scene

Appius’ relationship with Maybourne Hotel Group started in 2010 with a full re-platforming of Claridge’s website, other London hotel sites and multiple microsites – including multilingual capabilities, payment integration and a bespoke room booking experience using the Pegasus API.

With the Ektron and Optimizely merger we leveraged the power and features of the Optimizely platform for the sites and new hotels, while still adding new bespoke branded integrations with 5 other technologies including restaurant (Resdiary) and spa booking (Book4time) journeys.

We adapted to the pandemic with contactless booking, to tv exposure with enhanced infrastructure, for enhanced digital insight with analytics support including a full GA4 rollout, for ongoing optimisations through ux testing with high net worth individuals and personalization, for California’s AA accessibility requirements.

The summary

The story

In the capacity of developing and managing websites and integrations for six of the world's most renowned luxury hotels, Appius designed and built a bespoke integrated restaurant booking flow which was first of its kind for ResDiary, delivering a food and beverage journey tailored to the Maybourne experience. Cross-sell and date suggestions were introduced to spread and retain demand for Claridge’s afternoon tea across nearby properties, resulting in a 30% uplift in bookings within three months of launch..

Appius also expertly managed Spa, Payment, and Room Booking integrations as a core partner with third parties to ensure success.

User Centred Design featuring user testing with high net worth individuals, business users, and personal assistants, has been front and centre to these projects. Including, Appius driving API development on behalf of Maybourne with the third party providers to extend the capabilities of the journey, resulting in truly unique experiences unrivalled by their competitors.

Appius’ relationship with Maybourne has featured a technical and strategic role for measuring the results of digital development and performance, and interpreting their business value. Appius have delivered a full Google version 4 migration, with a reporting roll-out fit for internal stakeholders to enable data driven decisions. As well as this, a range of technical SEO and site performance work has been completed, including world-class digital accessibility accommodation for the California Assembly Bill 434.

The technical transformation

Resdiary was the first of several integration projects developed by Appius to continue Maybourne Hotel Group’s digital transformation journey. A secure, compliant payment integration with Paypal Braintree, using TLS (Transport Layer Security), including advanced 3d secure authentication through STRIPE, was applied. A fully featured, extended Book4Time (taking spa bookings) API integration was delivered with bespoke fully branded user journeys delivering the ‘WoW’ factor at the users first engagement with the newest of Maybourne Hotels Groups offerings. This project included a ground up scalable approach, allowing each hotels CMS editor to rapidly ‘turn-on’ online bookings as the new Maybourne Wellness brand emerged across the hotels.

The experience

The outcome of the technical transformation delivered during a period of strategic growth, has resulted in the Maybourne Hotel Group having an agile approach to site launches and the ability to adapt quickly to changing physical openings dates. Appius have ensured the digital experience fully aligns with Maybourne’s delightful, best-in-class guest experiences.

Doubled website share of total group revenue

30%

Uplift in restaurant bookings

102%

Year on year increase on room bookings for Claridge's

53%

Year on year increase on spa bookings for The Berkeley

Consistently delivered high quality work

Appius have consistently delivered high quality work and trusted digital consultancy for Maybourne Hotel Group. They demonstrate a deep understanding of our requirements, technical capability and are a great first line support for the marketing team. We have successfully delivered many projects with them across the years, and have seen some fantastic improvements in results.