A carefully balanced concept combining the past and the future to create a relevant and innovative experience


Initially designed by Lewis Cubitt, the great architect of the Victorian era, the hotel has been recently renovated. 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, the building evokes the first railway age’s style, glamour, and elegant, contemporary design.

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 different audience behaviours to prioritise certain aspects, preserving patterns throughout the navigation and adapting to the user environment accordingly, creating a consistent multi-device experience.

SynXis powered this new version of the website as the 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 sort of content on both versions of the website, emphasising mobile, focusing on user acquisition and retention.