Case Study
Taj Hotels’ digital makeover enhanced customer experiences and increased online conversions
OUR CLIENT
Taj Hotels is a chain of luxury hotels based in Mumbai, India and is a subsidiary of Indian Hotels Company Limited. The company operates more than 250 hotels in 70 locations around the world, including India, North America, Africa, and the Middle East. This iconic brand caters to the most discerning travelers and has been named the “World’s Strongest Hotel Brand” and “India’s Strongest Hotel Brand.”
THE CHALLENGE
Increasing engagement and conversions for the modern traveler
The travel and hospitality industry has undergone an exponential shift towards digital consumption. Brands need to be on top of their digital game to ensure customer acquisition and loyalty. Taj Hotels needed a web experience that amalgamated an informational as well as a quick-to-buy commerce site. There was a strong need to enhance the company’s digital experience in order to stave off competition, elevate user engagement, and also increase digital conversions.
THE TRANSFORMATION
Capturing the essence of physical hospitality through digital customer experience design
The entire experience was designed to reflect the culture of ‘Tajness’ digitally. Our revamped design resulted in a digital experience that was as seamless and intuitive as their physical hospitality experience. We built the site on the latest Adobe Experience Manager platform to ensure that compelling content and experiences could be easily delivered. It was also seamlessly integrated with their SynXis booking engine, so that the user could complete the entire booking transaction on the website itself, eliminating third-party redirections. This led to reduced transaction times as well as a drop in friction caused by breaks in customer attention when transferred to third-party sites.
THE IMPACT
Delivering a seamless digital browsing and booking experience
The integration of the SynXis booking engine with the Adobe Experience Manager platform resulted in a seamless on-page booking experience, which reduced dropout rates and increased digital revenues. The solution delivered these results:
- A considerable increase in digital conversions—because of the complete website redesign and implementation of commerce on CMS
- A reduction in bounce rates—from the smoother navigation and consolidation of redundant pages
- Fewer steps in the booking process—with the implementation of the booking procedure on Taj Hotels’ internal platform
When the right teams have access to the right tools and industry knowledge, great things happen. Contact us today to learn more about the expertise and resources that helped us achieve success on this project.