Website and corporate identity development

Shelest is a modern country apartment hotel offering guests outdoor recreation in separate houses. At the time of the request, the project did not have its own website: communication with guests was conducted through social networks, and reservations were accepted manually via phone and messengers.

Before launching the facility, it was necessary to create a full-fledged digital representation of the brand, which would simultaneously solve marketing tasks, build trust among potential guests and automate the booking process.

Our task was to develop a turnkey project, from corporate identity and design to launching a website and integrating an online booking system.

It was necessary to create a modern website that:

• conveys the atmosphere of a country holiday;
• helps to accept direct bookings without intermediaries;
• reduces the burden on the administrator;
• allows you to quickly update content;
• inspires confidence among potential guests;
• it works correctly on mobile devices;
• integrates with the booking management system.

Additionally, it was necessary to develop a visual identification of the new project, since the facility did not have its own corporate identity.

The main challenge was not to develop a website, but to create a digital image of an object that was just entering the market.

It was necessary:

• design a logo;
• create a visual brand style;
• convey the atmosphere of relaxation through the interface;
• show location advantages;
• create trust in a new object without a history or reviews.

An additional feature of the project was working with the customer directly on the territory of the complex, where the quality of the Internet connection was unstable. This significantly complicated the process of approval, testing and transfer of materials.

1. Corporate identity development

Before creating the website, the brand’s basic visual system was developed:

• logo;
• the color palette;
• branded graphic elements;
• the visual concept of communication.

This made it possible to create a single image of the project in all digital channels.

1. UX/UI-website design

An individual design was designed and developed based on the corporate identity.

The main tasks of the interface:

• focus on visual content;
• demonstration of houses and territories;
• convenient booking scenario;
• maximum adaptation to mobile devices;
• quick access to contacts and information.

Much attention was paid to the emotional component — the user had to feel the atmosphere of relaxation even before arrival.

1. Website development

After the design was approved, a full-fledged website on a PHP CMS was implemented.

The functionality includes:

• the main page;
• pages of houses;
• photo gallery;
• information about the infrastructure;
• the block of special offers;
• Guest reviews;
• Contact information;
• feedback forms.

1. Bnovo Online Booking Integration

One of the key stages was the integration of the Bnovo booking system.

The user can:

• select dates of stay;
• check the availability of houses;
• see current prices;
• make a reservation;
• make a payment.

All actions take place directly on the site without switching to third-party resources.

After registration, the information is automatically uploaded to the object’s PMS system.

1. Administrative Panel

A simple content management system has been implemented for employees.

The administrator can:

• edit texts;
• edit photos;
• publish promotions and special offers;
• update information about the complex.

Working with the website does not require any technical knowledge.

1. Enabling reviews

An external feedback widget has been implemented to increase trust.

This allowed:

• demonstrate the real ratings of the guests;
• increase the trust of new visitors;
• enhance the conversion to booking.

1. Basic SEO Training

Before the launch, the basic SEO settings were completed:

• configuring meta tags;
• txt;
• integration of analytics;
• enabling Yandex.Metrica;
• preparing the page structure for search indexing.

Frontend

• HTML5
• CSS3
• JavaScript

Backend: PHP

Integrations

• Bnovo Booking Engine
• The Reviews widget

Yandex.Metrica

The increase in the number of applications

After the launch of the website, the number of requests increased by about 50%.

The reason is the emergence of a full—fledged digital sales channel and an understandable booking process.

The growth of direct bookings

The number of bookings through our own website has increased by about 30%.

This made it possible to reduce dependence on third-party aggregators and increase the share of direct sales.

Reducing the administrator’s workload

Before the launch of the site, most of the issues were handled manually:

• cost of accommodation;
• availability of available dates;
• terms of placement;
• photos of houses.

After the introduction of the website and the booking system, most of the information became available to users on their own.

This is not just a hotel website.

This is the digital infrastructure of the new accommodation facility, which combines marketing, sales, booking and communication with guests in one tool.

For a new apartment hotel, such a website becomes a full-fledged channel for attracting customers and the basis for further brand development.

After the project was launched, the client received:

• a full-fledged website for the promotion of the object;
• corporate identity of the new brand;
• online booking system;
• a convenient administrative dashboard;
• automation of a part of booking processes;
• the growth of direct appeals;
• reducing staff workload;
• a modern digital platform for business development.