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Luxury hotels group opts for tablet-specific websites targeting wealthy customers

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Luxury hotels group Strategic Hotels, with hotels and resorts in the US, Europe and Central America, has unveiled plans to develop and launch a series of tablet-specific websites in the next three months.

It is working with Micros eCommerce, a specialist in transactional websites for the hospitality and travel sector, to develop the websites

The first will be the Westin St Francis, followed by The Intercontinental Chicago, Intercontinental Miami, Fairmont Chicago, Fairmont Scottsdale Princess and Loews Santa Monica hotels.

The new websites will feature a dynamic visual format, intuitive layout and focus on hotel and area amenities, such as the high-end rooms, spas, restaurants, bars and meeting facilities found in Strategic’s hotels.

Strategic is taking the plunge because data shows that users are much more likely to check rates on a tablet with a website that is meant to be touched, swiped, and engaged with than they are on sites that are made for a mouse to navigate. Creating a tablet-specific website will allow guests to spend more time with interactive areas of the websites that will have features that slide and move.

“As technology continues to shape how consumers interact with our luxury hotel brands, our partnership with Micros eCommerce has enabled us to stay top of mind with our tech-savvy customer base,” said Richard Moreau, chief operating officer of Strategic.

“The tablet-specific websites are the latest example of how we are leveraging an innovative technology to capture and retain clientele at the most critical point in the decision-making process.”

“We believe that the tablet-specific websites’ improved user experience will improve the company’s conversion rates,” said Jos Schaap, senior vice president of Micros eCommerce North America.”

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