Web Design for Hotels That Converts: A Case Study Review

Updated on: 23rd Jul 2025 Updated by: Ciaran Connolly

A hotel’s website is more than just a digital brochure — it is often the first impression that influences a guest’s decision to book or look elsewhere. In this case study, we explore how our strategic approach to web design for hotels helped a leading boutique hospitality provider improve their online visibility, usability, and autonomy.

Understanding the Unique Needs of Hotel Web Design

Hospitality websites operate in a highly competitive digital space, where user experience, clarity, and trust must be delivered instantly. The typical user journey spans from destination research to direct booking, and the hotel’s website must support this journey through streamlined functionality and compelling design.

This project began with a partnership between our agency and Westville Hotel, a four-star hotel in Enniskillen. This case illustrates our methodical approach to solving the common – and critical – problems faced by many hotels relying on outdated or poorly optimised websites.

Updated on: 23rd Jul 2025 Updated by: Ciaran Connolly

ClientWestville Hotel

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The Client

Our client is a respected accommodation provider based in the heart of County Fermanagh, Northern Ireland. This well-established, four-star boutique hotel combines traditional comfort with modern amenities, catering to both leisure and corporate travellers.

Offering a choice of tastefully appointed guest rooms and stylish self-catering apartments, the hotel delivers a flexible, high-quality hospitality experience suitable for weekend breaks, business stays, weddings, and private events. Guests benefit from an on-site restaurant, relaxed lounge areas, and convenient access to local attractions, making it a popular choice within the region.

As a growing name in the hotel and tourism sector, the business needed a digital presence aligned with its premium positioning. Our goal was to implement a solution based on best practices in web design for hotels, helping the client compete with larger booking platforms, increase direct reservations, and establish a sustainable long-term marketing asset.

The Challenge

In order to enhance the digital performance and online reputation of Westville Hotel, we set several objectives, based on their frustrations and future goals.

Create an Accessible Website

The client’s website was previously inaccessible for internal updates. This limitation made it impossible for the hotel staff to update content or make necessary changes independently, forcing them to rely heavily on third-party services. Such dependence not only slowed down the process of keeping the website current but also added extra costs and complications for the hotel.

Security Vulnerability

Another concern was the security vulnerability presented by the old theme of the website. The outdated theme not only posed risks of potential security breaches but also lacked the capability for essential backups.

In the hotel industry, where customer data security is critical, the outdated website presented a serious risk to both the hotel’s reputation and the protection of sensitive guest information.

Need for a Refresh

Beyond security concerns, the visual design and overall user experience were outdated and ineffective. The site failed to reflect the hotel’s brand identity and lacked the inviting, professional appearance expected by prospective guests. Navigation was unclear, with key information difficult to access.

These issues underscored the need for a complete redesign grounded in the principles of web design for hotels — prioritising accessibility, robust security, and a modern, guest-focused layout that meets the expectations of today’s hospitality market.

Our Approach

To tackle the challenges facing the existing site, we developed a strategic and multifaceted solution grounded in best practice web design for hotels. Our approach focused on improving performance, enhancing user experience, and strengthening site security, while also empowering the client to manage and maintain their digital presence with ease.

Updated Website Theme

A fundamental step in any effective web design for hotels is ensuring the technical foundation is solid. We replaced the outdated theme with a modern, secure, and fully responsive framework. This update was essential to enable further optimisation, improve loading speeds, and ensure compatibility across devices.

We also introduced seasonal design elements — such as subtle snowfall animations during the festive period — to add a unique, branded touch. These visual enhancements enriched the guest experience online and helped to convey the hotel’s distinctive personality.

Intuitive Layout

Following the theme upgrade, we restructured the site’s layout to support an intuitive user journey. Clear menus, logical page hierarchies, and improved content placement made it easier for prospective guests to find key information quickly. A seamless layout is a core component of successful web design for hotels, helping to reduce bounce rates and encourage direct bookings.

Header and Footer Optimisation

We redesigned both the header and footer to be more functional and visually cohesive. These elements now include streamlined navigation, contact details, and quick-access links to important pages — all aligned with the needs of hotel guests looking for fast and relevant information.

Custom Blocks for Content Flexibility

To give the client ongoing control, we implemented a system of modular ‘blocks’ throughout the site. These allow staff to quickly update content on key pages, such as Rooms, Wine and Dine, and Explore, without needing developer input. This flexible structure is especially valuable in web design for hotels, where frequent updates to offers, availability, or local events are common.

Training and Long-Term Support

Recognising the importance of independence in managing a hospitality website, we delivered tailored training resources to guide the client through everyday updates. This included instructions for editing content, adding blog posts, and managing SEO basics — helping the hotel maintain a fresh and engaging digital presence over time.

The Results

Our comprehensive approach to redesigning the hotel’s website yielded impressive and impactful results. The following are key highlights of the outcomes achieved:

Organic Traffic That Outperforms Paid Advertising

One of the most significant achievements was the substantial increase in organic traffic, which surpassed the results from paid advertising campaigns. This success can be attributed to our strategic long-term digital marketing strategy, which is crafted to sustain and enhance the hotel’s online visibility.

The focus on SEO, content relevance, and user engagement paid off, attracting a steady stream of organic traffic that is crucial for sustainable growth and profitability. This approach not only reduces the reliance on paid advertising but also assures continuous returns on investment over time.

A Sleek and Appealing Web Design for Hotels

The revamped website now boasts a sleek and modern design, perfectly aligning with the hotel’s brand image. The aesthetic appeal of the website is crucial in the hospitality industry, as it sets the tone for the entire guest experience.

Our design choices were guided by the goal of creating an inviting and engaging digital space that captures the essence of the hotel’s hospitality and branding and entices potential guests to explore further.

A Seamless User Experience

The new website offers a seamless and intuitive user experience, mirroring the ease and comfort guests can expect during their stay. From easy navigation to quick access to essential information, every aspect of the website is designed to provide a hassle-free online experience.

Top 3 Results for Transactional Keywords

A notable achievement in our SEO efforts is the hotel’s website ranking in the top three results for key transactional keywords. This prominence in search engine results not only increases the hotel’s visibility but also ensures that it reaches the right audience.

The transformation of the hotel’s website has had a profound impact on its digital marketing presence and overall business performance. The increase in organic traffic, coupled with a visually appealing design and a user-friendly experience, positions the hotel as a top choice for travellers and ensures that the hotel remains a competitive and profitable entity in the hospitality industry.

Best Practices for Web Design in the Hospitality Sector

Our experience delivering successful web design for hotels has allowed us to identify what truly separates high-performing hotel websites from mediocre ones:

Responsive Design: It’s not optional. A hotel website must perform equally well on all devices.
Clear Booking CTA: The booking button should be visible at all times — no scrolling or digging required.
Compelling Visuals: High-quality, properly compressed images set the tone. Authentic photography works better than over-polished stock.
Local SEO Integration: Mention nearby attractions, include a map, and optimise for “stay in [location]” queries.
SSL and GDPR Compliance: Especially when handling guest data, the website must meet all current security and privacy standards.

Future-Proofing Your Hotel Website

Trends in web design for hotels are constantly evolving, driven by changing user behaviours, device usage, and search engine standards. To ensure the long-term performance of the client’s site, we implemented scalable and adaptable features designed to meet both current and future hospitality demands.

Modular Content Design: Enables staff to update and reconfigure site content without needing a full redesign — a crucial aspect of sustainable web design for hotels.
Schema Markup for Hotels: Boosts visibility in search results by embedding structured data such as room types, star ratings, and pricing.
Blog and Content Integration: Supports seasonal SEO campaigns, targets long-tail queries, and allows the hotel to engage with location-based search trends.
Fast Hosting Infrastructure: Using a CDN and image compression, we improved site speed and reliability for global users — key performance factors in hospitality SEO.

Competitive Analysis: What the Best Hotel Websites Get Right

To validate our approach, we conducted a review of leading competitors across the UK and Irish hospitality sectors. High-performing websites shared a number of common strengths:

Homepage designs that clearly convey the brand’s identity within seconds
Streamlined navigation focused on bookings, rooms, dining, and guest services
High-impact visuals and authentic local photography to enhance emotional engagement
Prominently displayed guest reviews for credibility
Integration with trusted booking engines such as SynXis and Bookassist

By applying these insights, we ensured that our client’s solution met modern expectations and followed the latest principles in web design for hotels — all while preserving their distinctive branding and guest proposition.

Final Takeaways: Why Web Design for Hotels Is a Strategic Investment

A successful hospitality website isn’t just a brochure — it’s a high-converting, customer-facing tool that directly influences bookings and brand reputation. Our project demonstrates how well-executed web design for hotels drives:

Greater user engagement and brand trust
Improved search rankings through optimised structure and content
Increased operational autonomy for in-house marketing teams
Long-term digital returns that reduce dependency on paid channels

Whether you run a luxury resort, a boutique B&B, or a multi-location hotel group, your website must deliver the same level of service online that your guests expect on-site.

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