Malmaison launches new website
Malmaison, the boutique hotel chain has launched its new website after 6 months of preparation. The site demonstrates Malmaison’s commitment to innovation and enhancing the user’s experience of the brand online. The website was launched on November 25th.
Working with Leighton, the digital agency behind the Tourism Australia site and Mobile Travel Technologies, www.malmaison.com is fully integrated from browsing to booking, providing a seamless user journey as well a whole host of new innovative functionality. The site utilises leading development architecture with a resilient hosting platform that increases speed, stability and, most importantly, making it more secure for users.
Contextualisation for registered users will enable dynamic content to be delivered enhancing the user experience delivering targeted offers and special deals. Direct links to the booking system enables real time visibility of availability for both bedrooms at the luxury hotel and tables in the brasserie. Enhanced tracking codes provide opportunities to re-engage with guests who have dropped out of the booking process no matter the reason.
Dominic Edmunds, Operations Director at Leighton said: “We’re delighted to be working so closely with Malmaison. We’re genuinely proud of the new websites and the revised architecture of the customer experience. By working as an extension the Malmaison Brand and Marketing team, we’ve been part of a fruitful collaboration, which has focused on the customer throughout. This is the first step in a new digital strategy that will lead the market.”
In anticipation of the launch the brand counted down online to ensure that their regular users knew something special was about to happen. The launch was also communicated in a ’save the date’ email to Malmaison’s registered database with the added incentive of an extra special Christmas hotel offer that went live on the 25th. The launch was supported by an engaging social media strategy. Twitter followers were able to enter a prize draw just by retweeting on the launch date of 25th November to win up to 75 prizes including 2 for 1 overnight stays, dinner and 25% off spa treatments. Friends on Facebook were also be able to download a voucher for a celebratory glass of Champagne when they dined from the 25th - 30th November.
This is just the beginning of the Malmaison online revolution. Over the coming months users can expect to see more innovations and additions to the site with a digital magazine in the pipeline as well as the long awaited loyalty programme which is due to be launched in June 2011. Malmaison and its partnership with bigmouthmedia will also implement an aggressive integrated Social Media, SEO and PPC strategy, setting the standard for the future.
Malmaison is a hotel group currently operating 12 properties across the UK, including a Liverpool hotel, Edinburgh hotel and a Newcastle hotel.
The chain was formed in 1994 and is named after the Château de Malmaison on the outskirts of Paris. The chain is owned by MWB Group Holdings which also owns the Hotel du Vin hotel chain.
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