Case Study: Crest Hotels Group boosts direct bookings with Genius Division's unified hotel website platform

Crest Hotels Group runs 9 hotels on one platform with Genius Division

Crest Hotels Group, a collection of nine hotels across England and Wales, faced a challenge with a mismatched set of websites that were difficult to update and failed to drive direct bookings. Each property had a different look and booking journey, which pushed guests toward third-party online travel agencies that charged significant commission. Genius Division was engaged to address these issues with a new website platform and branding.

Genius Division designed and built a unified website platform that powers all nine individual hotel sites, each retaining its own brand identity. This single system streamlined maintenance and allowed for new properties to be launched quickly. The solution prominently featured a 'Book Direct' message, successfully steering guests to book directly. The results included over 750,000 annual website visits across the estate and significant year-on-year traffic growth for individual hotels, such as a 28% increase for Park House.

Crest Hotels Group