Client
Gaylord Hotels - Nashville, TN - Travel Industry
Project Type
Corporate website and 4 hotel websites
Role
Art direction, ActionScript programming, Web design, HTML programming, CSS development
Homepage with the choice to navigate to one of the four hotels or to select between leisure and business segment
Briefing
Redesign of Gaylord Hotels’ 6 year old corporate website and property websites for Gaylord Opryland (Nashville, TN), Gaylord Texan (Dallas, TX), Gaylord Palms (Orlando, FL) and Gaylord National (Washington, D.C.).
Showcase the variety of venues by using strong and vibrant lifestyle photography.
Address two main target audiences: meeting and convention attendees and leisure guests.
Objectives
The old homepage before redesign
- Showcase both the leisure and meetings and convention side of each of the four Gaylord Hotels properties.
- Increase organic site traffic and local ranking for venues within the hotel.
- Increase online bookings.
Results
The web design is dominated by the large hero images that show the different areas of the hotels with all their assets and venues. The user has the choice between the meetings and conventions segment and the leisure segment of the hotels.
Design
The main navigation on the left adapts to the target audience and their needs. The clean and minimalistic design allows the prominent photography on top of the page to stand out. This vibrant visual leads the eye of the user to more content while creating a positive emotional reaction. The vast variety of images also communicates well the colorful facets of the hotels with all restaurants, bars, clubs and spas.
Development
The back-end was developed in cooperation with Omniture and delivers a pool of web analytics. After launch this data was used to make decisions about design updates, to improve user experience and to increase conversion.
Rooms and Suites landing page offers a great overview of in-room dining, amenities and other services and activities.
The navigation changes depending if the users browsed to the meetings or leisure segment of the website
User engagement after the redesign
User engagement prior to the redesign
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