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US: Morgans Hotel Group has launched a new website, designed to “bring the magic of the boutique hotel portfolio to the digital booking experience”.
Morgans describes the site “an enhanced website that features a sleek new design, improved functionality and a seamless booking process that takes the guest through the reservation process in less than four clicks”.
The site also debuts Morgans Hotel Group’s curated Google Maps that provide interactive guides to top attractions and destinations around each hotel. New York-based digital agency Firstborn was selected to conceptualise, design and build the website.
The launch comes soon after the debut of Back of House, the company’s new online culture and lifestyle magazine.
Kim Walker, senior vice president of brand and marketing and creative director at Morgans Hotel Group, said: “We spent months analysing guest feedback and researching digital preferences with a focus on online retail. Our vision for the new site was to create a user experience that is not only streamlined but also immersive and interactive. Morgans Hotel Group brings together the creative power of many – designers, artists, musicians – to constantly push the boundaries of what a hotel can be and the goal was for our new website to reflect this. By integrating curated Google Maps, tailored local content and social media assets, our guests can not only make reservations with ease and simplicity, but they can further engage with our brands and culture throughout the booking process.”
Dan LaCivita, president of Firstborn, said: “Morgans Hotel Group was looking to build a global online experience that would not only act as the central place for booking rooms but also as the core destination for people to experience what the brand and its properties were all about. Creating a captivating digital experience for Morgans Hotel Group, while executing a highly-transactional booking site, was an incredible opportunity for Firstborn and we are thrilled with the end result. We look forward to future projects together, and continuing our collaboration through mobile and on-property initiatives to create a truly integrated and unique experience for guests, both online and off.”
www.morganshotelgroup.com
