Title | MILLENNIUM HOTELS AND RESORTS: DIGITAL TRANSFORMATION |
Brand | MILLENNIUM HOTELS & RESORTS |
Product / Service | HOTEL & LODGING |
Category | B01. Websites |
Entrant | MULLENLOWE PROFERO Singapore, SINGAPORE |
Idea Creation | MULLENLOWE PROFERO Singapore, SINGAPORE |
Production | MULLENLOWE PROFERO Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Russel Yuan | MullenLowe Profero | Art Director |
Ruth Tsang | MullenLowe Profero | Senior Designer |
Jeanette Arnado | MullenLowe Profero | Designer |
Lynne Hong | MullenLowe Profero | Copywriter |
Oindrila Ghosh | MullenLowe Profero | Junior Art Director |
Andrew Bouchie | MullenLowe Profero | Creative Director |
A completely rethought, multi-device, user-centric solution focusing on inspiration, ease of booking, and personalization. A complete rethink of the industry standard booking flow to be more engaging, easier to use and to give the user more control over customization. An overhaul of the user experience and interface design as well as the overall art direction of the brand digitally. A modular approach to page content and templates allow the content management system to serve up dynamic content for each property. We also needed the site to be more personalised so that the content can be more relevant for each individual user.
With a tight timeline that spanned 8 months we created a new unified digital platform, including the website and other backend software, across 100+ properties worldwide. We created a new fully responsive, beautifully designed website that has enhanced functionality and designed to simplify the guest experience regardless of booking, selecting upgrades, accessing destination tips, and managing their loyalty membership. The user experience is highly personalised, with the ability for customers to purchase travel-related experiences, view offers, promotions, and room types based on personal preference, browse recommendations based on browser history and profile attributes, and even a price match guarantee. We also connected all the back-end systems under the content management system of the website creating a powerful recommendation engine we can leverage through various touch points of a user’s journey. Allowing the site to be more personalised as well a platform we can leverage in the future for other channels.
Our customer engagement (SUS) scores on the website has improved by 13 points after the launch of our new digital platform. Our website now signs up more than 8,000 new members a month into our loyalty program, which is an increase of almost 10-fold from last year. Our customers are now much more engaged, with bounce rate dropping by more than 10% as of June 2016. The conversion rate increased by almost 10% Mobile conversion rate improved from 0.47% in 2015 to an average of 1.62% since 01 March 2016. Conversion rate by region improved year on year, comparing June 2015 to June 2016.
The main target audience for Millennium Hotels are business travellers who travel frequently from city to city. We needed to create a multi-device experience that is unified and seamless throughout the guest’s journey from research through to booking of stays. We needed to highlight the great locations of all the properties which, along with affordability, are their biggest selling points. We focused on a user-centric approach with a clear priority of customer loyalty. A simple yet modern approach was taken for the UI design, providing an intuitive and device-friendly user interface for guests worldwide.