A Historic London Landmark
The concept behind the new Great Northern 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 other companies related to the hotel, such as the GNH Bar and the P+SM Restaurant.

About The Project
The project required careful analysis of audience behaviours to prioritise key aspects, preserve patterns throughout navigation, and adapt to the user environment, creating a consistent multi-device experience.
 
SynXis powers the new website's central reservation system (CRS) for direct bookings in this proposal. The CRS acts as the booking engine tool for reservations and rates on desktop and mobile. Toptable (later acquired by OpenTable) powers the restaurant reservation software system.
 
Target Audience
The hotel has various target audiences, including holiday and business travellers, commuters, and so on, given its proximity to important London transport hubs such as King's Cross, St. Pancras, and Euston stations. This proximity was significant and offered many opportunities. Both the desktop and mobile websites provide the same necessary information about the hotel, rooms, restaurant, bars, and photos, including a journal, with high-frequency updates. The content strategy required the same content across both versions of the website, emphasising mobile, with a focus on user acquisition and retention.

Design proposal