Ravi MirchandaniRavi Mirchandani
The progressive nature of the customer experience in the hospitality industry means brands need to know when to anticipate needs, meet expectations and address pain points of would-be guests. Pan Pacific Hotels Group recognised this and set out to transform their online customer experience.
But first, they wanted us to explore how we can seamlessly connect Pan Pacific and PARKROYAL brand sites as well as their online corporate presence into one single entity.
With the UX and creative teams working hand in hand, we first set out to put the user in mind – addressing key pain points on the three existing sites before presenting our recommendations. We also defined our key target audiences before mapping out our user persona journeys along with doing a competitive analysis.
Leveraging Adobe’s marketing cloud stack, we aspired to increase site engagement with the goal of increasing member sign-ups and direct bookings. Ultimately, we created a streamlined booking engine, data informed targeting, personalised content and SEO marketing on one wholly responsive site.
For me, this project was a behemoth as it required me to oversee the entire content development and planning. With the help of a small team, we essentially created all the content required for the site including room descriptions, facilities and key attractions of all Pan Pacific and PARKROYAL properties. Working closely with the client’s SEO agency, we also embedded strategic keywords into our content to ensure the visibility of the website and its content on search engine results pages (SERPs).
