Reading time: 4 minutes
“We wanted to take a leap forward, professionalizing and streamlining all our websites in a unified way, along with the design we seek to convey,” was the starting point for Diego Calvo, CEO & Founder of Concept Hotel Group.
Born in Ibiza in 2012, this hotel brand is characterized by a careful narrative born from the revelation of Diego Calvo with his friend Tallyn Planells. Divided into The Concept Hotels, Mongibello, and Mythical, Concept Hotel Group inspires and stands out strong within the Balearic stage. Each establishment tells a story that shines due to its playful sophistication with cinematographic touches, added to its location in privileged places on the island. But their bet is not only in the scenographic, and this year they have decided to maximize the operation of their direct channel.
“We have placed our trust in neobookings from the beginning, and we wanted to take a leap, professionalizing and expediting all our websites in a unified way, together with the design we seek to transmit”, comment Diego Calvo, its CEO & Founder.
"Our goal was to improve direct sales, and that this would not make us lose essentially, something essential for us," he highlights. Jordi Prats Mari, from the e-commerce department of The Concept Hotels Group, "and we chose Neobookings for their experience and good work they do at the level of usability, power, navigation and increase of sale".
Optimization, functionalities and the power of GA4
A fundamental part of our vision in neobookings is the optimization of hotel businesses, always seeking that our clients achieve the maximum performance of their direct reservation channels and their daily operations. This way of looking was what led us to work intensely this year on restructuring the direct channel of The Concept Hotels.
Starting with an exhaustive analysis of the whole system's operation, we were solving one by one the problem of duplicate contents, navigation errors, speed of load times, the care of all redirects, so as not to lose links to ads and associated URLs, and the difficulties that arose when it came to scaling the business and creating new associated projects.
For this purpose, a fully custom-made corporate website was created, with 7 microsites unified in a single domain, which maintains the aesthetic codes of the brand at all times.
The new web architecture, with its associated URLs, facilitates navigation, marking a before and after in usability and, consequently, conversion (just look at the attached graphics, in which the exceptional change that this restructuring has brought for The Concept Hotels is observed).
On the other hand, the website has the latest features of Google GA4, which provides new segmented, customized and retroactive conversion funnels (very important to measure the process that the user makes from entering the website until they perform a reservation), as well as the optimization of SEO on-page and SEO off-page, exponentially improving the positioning of the website in search engines.
High score on Google
According to Google's new metrics in 2023, minimizing resources and avoiding changes in design is essential to achieve a good rating of your website on Google, something that directly affects its positioning.
A very relevant aspect to highlight in the work we have done is the fact that the web has achieved a very high score in Core Web Vitals (Set of metrics that measure load speed, responsiveness, and visual stability of a website, something Google uses as part of its search ranking algorithm).
Getting such a high numbering for a website with the visual characteristics of The Concept Hotels is a difficult result to achieve, and of which we feel particularly satisfied, since the integration between functionality and visual appeal is what makes the difference in the conversion of the direct channel of a hotel.
Web performance results:
A really integrated team
Our strength is technology, on the one hand, and teaming, on the other, both essential aspects in the case of The Concept Hotels.
In this ambitious project, Quique rich, photographer and audiovisual director, was fundamental when it came to graphically capturing the ideas of Diego Calvo, while Jordi Prats Mari, from the e-commerce department, supported us in the management of the project, getting everything to close at a logistical level.
"We trusted Neo a lot. They have followed very well our premises, adjusting and adapting to what we needed at all times. It is to be thankful for all the effort they have made, achieving a notable improvement in the internal architecture of the web, without losing the most important thing, the concept visual,” says Prats Mari.
For our part, Ariel Belén Castro, Àlex Naharro Rumi, Carlos Bayo Pradas and Irene Zaragoza Roca, from NeoBookings, were the key pieces in programming, optimization of performance, navigability and all web architecture.
A website that will make people talk
The change is in sight, with "a result that has us super proud," says Diego Calvo.
The optimization of the digital experience of The Concept Hotels has implied a total improvement in its performance, visibility in search engines, usability and, as a consequence, the increase in direct reservations.
"This commercial union has been and is very positive for us. We can say that we have a relevant website that will give talk and excellent work at the design level. We expect very good results"Jordi adds. “We will continue hand in hand with Neobookings to improve our results, both in software, booking engine, channel manager and now, that we have added Web, the symbiosis is already complete”, ends.
We invite you to visit the new website of The Concept Hotels: https://www.theconcepthotels.com/.