For over 100 years, New England Inns and Resorts has brought together a collection of New England’s most unique and authentic inns, resorts, and hotels with the mission of making each guest’s experience a memorable one. With that in mind, we wanted users to have that same memorable experience on their website. So we rebuilt their website from the ground up.
Improving ROI for NEIRA members was the major overarching goal of the project. Considering NEIRA’s mission of creating value for its members, a substantial focus of the project was placed on converting site users into gift card sales, site referrals, as well as wedding and group RFP’s. Therefore, conversion was the most important metric to gauge the success of the final result.
As well as increasing conversions, there were a few other goals to keep in mind:
- Position NEIRA as the go-to resource for New England trip planning and property research
- Improve user experience - provide site users with a high quality experience across all devices
- Encourage repeat visitation to the site and build brand affiliation
- Improve member reporting and increase transparency to members
With 300 properties spanning across New England, organizing a seemingly endless amount of offers and packages with a wide range of other variables proved to be the greatest problem to solve. Whatever solution we proposed, it had to provide a seamless journey for the user when navigating the wide array of information and possible outcomes on the NEIRA website that resulted in the user leaving inspired to visit a NEIRA member. We certainly had our work cut out for ourselves.
Before we started building the website, we had to gain an intimate understanding of what NEIRA was all about and what their value proposition to their members was. With that in mind, we sought out what made NEIRA unique and what messages were essential to communicate on the site.
For travelers seeking authentic New England experiences NEIRA is a locally curated collection of the region’s most unique and authentic inns, resorts and hotels, offering a deep connection to the people and the place that you won’t get from the big travel sites or chain hotels.
It was important to tie in NEIRA’s brand pillars of authenticity and uniqueness, hospitality & connection, and being proudly independent throughout the deliverable. Therefore, were developed these brand pillars into key messages we wanted the website to be built upon: curated experiences, legendary hospitality, connecting with real locals, having a variety of experiences available, and being independently owned.
These key messages became the foundation upon which we would build NEIRA’s site on.
Blog Inbound Traffic Increase
Increase in Click-Throughs to Reservations
Increase in North America / Canada Visitation
Want to see it for yourself? Take a look at www.newenglandinnsandresorts.com