A Bespoke Digital Platform for Growth
Overview
Staycity, a leading aparthotel provider based in Dublin, sought to revamp their online presence to better promote both of their brands - Staycity and Wilde. With ambitions for rapid growth and a focus on reducing reliance on Online Travel Agents (OTAs), Staycity turned to Equator to create a new, bespoke digital solution. The objective was to build a platform comprising of Website, Booking Engine, Online Check-in and Google Hotel Ads integration that would; drive direct bookings, improve the customer experience, and support Staycity’s ambitious digital growth.
Breaking Free from Off-the-Shelf Limitations
The challenge
Staycity faced several challenges with their previous 'off-the-shelf' website solution, which did not meet their needs for scalability or flexibility, especially as they expanded to new locations.
The key challenges included:
- A Need for Customisation: The website needed a fully bespoke booking engine tailored to the unique requirements of aparthotel stays, including various room configurations, additional services like breakfast, and the integration of third-party payment systems.
- Shifting Bookings to Direct Channels: Staycity wanted to significantly increase direct bookings through their website, offering perks such as member and mobile prices to incentivise customers to book with them directly.
- Improved Customer Experience: Staycity’s broader goal was to enhance customer relationships through an industry-leading, digital-first experience that could foster loyalty within their customer base and support future growth.
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Building a Bespoke Platform Through Collaboration
The solution
To address Staycity's challenges, Equator worked closely with the client through a series of collaborative face-to-face workshops, which ensured every aspect of the brief was thoroughly understood and incorporated into the development process.
Strategic Workshops:
Initial discussions helped refine Staycity's goals which transpired into identifying key user needs, booking flows, and customer touchpoints. These workshops ensured that the user stories and acceptance criteria for the project were well-defined.
Technical Architecture:
A detailed technical workshop was conducted to design the website’s core architecture, ensuring it would integrate smoothly with third-party systems, including Opera API (for property management), Google Hotel Ads, and the PXP payment gateway.
Custom Booking Engine:
One of the central components of the project was the creation of a bespoke booking engine capable of handling Staycity’s unique requirements, such as;
- Multiple room variations and flexible pricing.
- Upsell options like breakfast, parking, late check out fee and other billable extras.
- Integration with Opera for real-time availability and rate management.
- A seamless online check-in process.
Two Work Streams:
The project was divided into two main work streams with two teams with the Equator studio focusing on each work stream:
- Brochureware Site: Focused on the front-facing website, presenting Staycity and Wilde brands, as well as promotional offers and key customer information.
- Booking Engine: Centred around the custom booking engine, user account management, and online check-in functionality.
Key Integration:
- Opera API for property management, allowing for real-time availability and pricing updates across Staycity’s portfolio.
- Google Hotel Ads integration to enhance visibility and drive traffic to the website.
- PXP payment integration for secure, seamless transactions.
- Member login and account functionality to promote loyalty and streamline repeat bookings.
Driving Direct Bookings and Revenue Growth
The Outcome
The partnership between Staycity and Equator led to the creation of a highly customised, scalable website and booking engine that met Staycity's unique needs.
By focusing on both user experience and technical precision, the new platform enabled Staycity to manage multiple locations, across 2 brands with different rates and offers, all while enhancing their customers’ booking experience.
The solution delivered transformative results including driving more direct bookings, fostering greater loyalty, and reducing dependency on OTAs. The project has positioned Staycity for continued growth in the digital space, with a clear path to achieving their ambitious revenue goals.
Increased Direct Bookings
The custom booking engine and new website design allowed for an increase in direct bookings, helping Staycity reduce their reliance on OTAs.
Improved Conversion Rates
Staycity experienced an increase in conversion rates compared to their previous booking solution, helping them meet their business goals.
Increased Customer Loyalty
The member login area and online check-in features contributed to creating a more personalised, digital-first experience for guests
Stronger Digital Advertising Returns
By managing Google Hotel Ads in-house, Staycity saw a marked improvement in revenue generated from digital campaigns, enhancing their overall marketing strategy.
Increased Revenue from Direct Sales
The platform continues to drive a growing share of revenue through direct bookings, positioning Staycity to achieve their goal of reducing OTA dependency and building a more sustainable revenue model.