Local hotel consortium Luxury Jersey Hotels has launched a refreshed, responsive website to plug into a growing digital demographic. Featuring fresh engaging content and visuals along with easy to use functionality, the website has also been designed to be mobile and tablet-friendly, matching the trend for increasing device usage across their client base.
The consortium of local four and five star independent hotels, which joined forces in 2010 with the aim of marketing Jersey as a premium destination, commissioned local web design company Webreality to carry out the updates. Webreality director Matthew Robins said: ‘With the ever-increasing use of the internet as a tool to research, plan and discover new destinations, it’s important that tourism businesses embrace digital technology and use it to their advantage. We’re pleased to see forward-thinking organisations making the move to responsive sites, and reacting to the digital evolution.’
Research from luxury travel monitoring organisations reveals that today’s technology-savvy travellers are looking for local flavour, insider guides and peer recommendations when researching a destination*. To answer this demand, Luxury Jersey Hotels have brought more of a magazine editorial style to their online content, with concierge-style tips, chef interviews, hotel, restaurant and spa reviews, as well as a blog-style selection of features and insider guides.
Commenting on the decision to invest in their digital presence, Patrick Burke, chairman of Luxury Jersey Hotels and owner of The Atlantic Hotel said: ‘The key to any successful hospitality business is the quality of the product and the service you deliver, from a potential client checking out a hotel online right through to checking out of their hotel room. Rethinking our digital communications to meet the changing needs of our customer base ensures that our online presence is as polished and professional as our hotels and maintains the same high levels of quality our clients expect.’
The website refresh also coincides with a reinvigorated social media presence for Luxury Jersey Hotels, from Facebook and Twitter through to Pinterest and Instagram. ‘We like to view our social media as more of a conversation’ says Patrick Burke. ‘It enables us to remind previous guests of their time with us, and allows us to share the experience of staying at one of our hotels with people who may be considering visiting the island.’
As for the question of whether digital marketing can replace the traditional tour operator, Luxury Jersey Hotels are keen to point out that links with travel providers are even more important in an era where travel-related industries are under threat. ‘We’re certainly not leaving behind the traditional booking routes’ explains Patrick Burke. ‘On the contrary, we believe that luxury travel providers play an important role in our evolution. We view them as partners and have been delighted to work closely with local organisations such as CI Travel Group and Blue Islands on bespoke experience packages such as our Jersey Michelin Star gastro-break. We look forward to further collaborations in the future.’