Case Study

How GX Design Tripled the % of Guests Entering a Resort’s Booking Engine.

A recently renovated resort in Ocean City, Maryland, gets an updated website using O’Rourke Hospitality’s Guest Experience (GX) design methodology to significantly increase direct bookings.

How GX Design Tripled the % of Guests Entering a Resort’s Booking Engine.
7.5 to 1 Return On investment
300% Increase Users entering the booking engine

The Background

After a recent renovation, Ashore Resort & Beach Club wanted a revamped website to match. The seaside resort has spectacular ocean view rooms, upscale dining, a beachfront pool, live music, wedding and conference hosting, and proximity to 17 championship golf courses.

The Challenge

Like other hotels with conventionally designed websites, the vast majority of Ashore’s site visitors bounced off the website before ever making a reservation. Studies have shown that number is upwards of 80 percent industry wide. Recapturing even a portion of those “abandoned shopping carts” represented a substantial source of direct revenue they couldn’t afford to miss.

The Solution

Our Guest Experience (GX) design methodology provides all the information a website visitor needs to make a purchasing decision on the spot: room type, availability, and price — all without having to leave and enter a separate booking engine. The GX design integrates the booking engine directly with the website so there’s no need for prospects to hunt around for information. 

We implemented the new design and booking engine solution in November 2023 and soon after began seeing results. Each room type now has its own image along with a description including capacity, beds, amenities, accessibility, availability, and price.

Now a potential guest can click on the room they’re interested in and instantly see if it suits their needs, timeframe, and budget. 

How We Made It Happen

Creating a new website with the Guest Experience design methodology is providing Ashore’s website visitors with the important details they need to quickly and easily make a reservation. Learn more about how GX design can increase your website’s effectiveness.

If you’d like to discuss your property’s website and other marketing strategy needs, we’d love to hear from you.

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