A hospitality group with five properties, one outdated brochure site, and no way for an operator to update a single room rate without emailing a developer.
01
Five properties were being sold through one flat brochure site that treated them as identical. Enquiries came in, but they were vague — people were not sure what they were enquiring about, and the team was spending its mornings answering questions the site should have answered.
Behind the scenes it was worse. Every content change went through a developer, so the site quietly went stale between updates and the operators had stopped trying.
02
We restructured around the property, not the group. Each one got its own space with the specifics a guest actually decides on — rooms, rates, location, what is nearby — with the group brand holding it together rather than flattening it.
Then I moved the whole thing onto a headless CMS with a content model built around how the operators think, not how a database is shaped. Adding a property is now a form, not a ticket.
03
Next.js, statically generated per property with on-demand revalidation, so pages are instant and updates appear within seconds of publishing. Images are processed on upload, so nobody has to remember to optimise anything.
The design system is small on purpose: a dozen components, a set of tokens, and enough discipline to stop there. Handover was a two-hour session and a written guide.
Indicative figures — replaced with the client’s own analytics once supplied.
He rebuilt our site around how guests actually book, then made it fast. Enquiries went up and our team stopped answering questions the site should have answered.
