The Great Northern Hotel is an exquisitely designed, luxurious boutique hotel in London, offering unrivalled value to the discerning traveller. An iconic boutique hotel metres from St Pancras International. Originally designed by Lewis Cubitt, great architect of the Victorian era, the hotel was recently renovated.
A Historic London Landmark
The concept behind the new Great Nothern Hotel website was to rebrand it in a way compatible with its heritage, appealing to its audience, mostly international and business travellers, and reconnecting to the hotel's glamorous past. Although the project was focused only on the GNH website update, the experience included the GNH Bar and the P+SM Restaurant.
About The Project
The project required careful analysis of different audience behaviours in order to prioritise certain project aspects, preserving patterns throughout the application but adapting to the user environment accordingly, and therefore, creating a consistent multi device experience. The original version of the same website used SynXis, as solution for reservation and distribution management, which was preserved, at least initially. Similarly, Toptable was the tool for restaurant bookings.
The hotel has a variety of target audiences including holiday and business travellers, commuters and so on, given its proximity to the following London connection hubs: King's Cross, St. Pancras and Euston stations. This was very important to consider, offering many of opportunities. Both the desktop and mobile websites offer the same basic information about the hotel, rooms, restaurant, bars and photos, including a journal, with high frequency updates. The content strategy required the same sort of content on both versions of the website with emphasis on mobile, focusing on user acquisition and retention.
Client: Great Nothern Hotel
Agency: Green Cave People, London
My Role: Creative concept, UX, UI, Art Direction, Design