Crerar Hotels
Crerar Hotels is a prestigious collection of 10 luxury hotels and inns set across the UK's most dramatic landscapes. With a portfolio spanning Scotland and the Lake District, their properties range from coastal retreats like the Oban Bay Hotel to majestic hideaways like Fonab Castle and Dunkeld House Hotel, offering guests a true taste of authentic hospitality in memorable locations.
The Objective
The primary goal was facilitating cross-sell opportunities between properties while providing an easy route back to brand-level content. The design needed to actively convey their status as real destination hotels.
The Challenge
The previous user journey lacked cohesive navigation. They needed contextual menus, multi-property newsletter sign-ups, interactive map features, and complex offer filtering (by brand, hotel, and offer type) to simplify the user experience.
The Solution
The entire portfolio was brought to life on the Umbraco CMS. To solve the complex navigation requirements, we engineered dynamic contextual menus that intelligently adapt based on the specific hotel section the user is viewing. This was paired with intuitive search functionality and bespoke, multi-layered offer filters that allow users to sort seamlessly by brand, location, or experience.
Third-Party Integrations
We created a highly connected digital ecosystem designed to maximise revenue across every touchpoint. Guestline acts as the central engine for accommodation, supported by ResDiary to secure table reservations. We integrated Premier to manage their premium spa facilities and connected Gifted for multi-property voucher sales, with all guest data flowing securely into Forsight for ongoing CRM and loyalty initiatives.
Data Tracking
With users navigating between multiple distinct property pages, GA4 was implemented to monitor complex cross-property traffic flows. This ensured that direct revenue was accurately attributed across the diverse portfolio, providing clear visibility into user behaviour.
The Results
- Direct Revenue: The new cross-selling features were a massive success, driving a 78% uplift in direct revenue across the portfolio
- Traffic & Visibility: Users engaged deeply with the new destination-focused content and intuitive site architecture, increasing overall dwell time by 4%
- Bookings & Conversions: Total bookings increased by 26% and the overall site conversion rate saw a healthy 9% uplift
“Managing a portfolio of ten distinct luxury properties across Scotland and the Lake District requires a digital partner who truly understands complex guest journeys. Click2Convert exceeded our expectations by building an incredibly intuitive Umbraco platform. The dynamic contextual menus and seamless third-party integrations have not only made it easier for guests to explore our majestic locations, from Dunkeld House Hotel to our coastal retreats, but have actively encouraged cross-selling across the group. Achieving a 78% uplift in direct revenue is a fantastic result and a testament to their CRO-focused design. ”
Amy Graham Crerar Group Marketing Manager
