Fairmont Hotels & Resorts Mobile Site Launch
The launch of Fairmont’s mobile site truly delivered, with a 45% conversion rate year over year, plus a healthy increase in booking conversions.
Fairmont was intent on improving the usability and overall online experience for mobile users. To achieve this, we needed to increase access to imagery in order to make the website more experiential for guests, and to provide mobile users with access to Fairmont’s web functionality and content from their mobile devices. For Fairmont President’s Club members, we wanted to give them access to their profiles and account information in a user-friendly way, allowing them to review and modify travel arrangements while on the go. Lastly, we needed to increase engagement with the brand content and keep Fairmont top of mind for travellers.
The divide between the desktop and mobile experience has decreased significantly. This is vital as statistics show visitors of a mobile site that doesn’t offer the same exceptional experience as the desktop end up going to the competitor’s site. The Fairmont mobile website needed to deliver a rich brand experience, and offer guests access to all features the desktop website offers in addition to leveraging features inherent on a mobile device to enrich the user experience for guests while on the go. Guests rely on mobile devices for everyday functions; Fairmont is committed to providing products that suit their needs. Fairmont guests are busier than ever, and the new mobile site provides access to information to complete their transactions quickly and easily. Whether they need to verify the address or phone number of a hotel, review dining options or book a hotel reservation, the mobile site allows guests to complete those tasks virtually anywhere.
Highlight results include a 45% conversion rate year over year. In addition, increased booking conversions of 10% and time spent on the mobile site has risen by 60% year over year. Fairmont was a recipient of a Gold Adrian Award in 2013 for this initiative.