JomfruAne

Introduction

Hotel Jomfru Ane, my current workplace, is a 3-star hotel located in the heart of Aalborg, notorious for its position right on the famous party street - Jomfru Ane gade. While the location is just one of the many assets of this hotel, its website plays a significant role in the hotel’s disadvantages.

Working at the reception and handling reservations, guest inquiries, and frequently asked questions, I have come to the conclusion that the current, outdated design, with numerous typos and wrong design choices, needs a fresh new approach. The new refined website will not only enhance the hotel’s online presence, but also potentially increase the number of direct sales through the website.

Problem statement

The current hotel website is not effective at driving direct bookings, leading to a missed opportunity for increased sales.

Users encounter usability challenges, the overall design fails to showcase the hotel's offerings and can lead to frustration while looking for the basic information that are spread around multiple subpages in very illogical order.

In order to increase direct sales potential, the website needs a comprehensive redesign that focuses on user experience, aligns with the hotel's brand identity, and clearly guides visitors towards the booking process.

The goal is to create a visually interesting, intuitive, and conversion-oriented website that not only attracts the target audience but also encourages them to choose direct booking as the preferred method.

Conclusion

As we approach the one-year mark since launching our redesigned website, it's the perfect time to reflect on its impact. My direct interactions with guests at the front desk have given me valuable insight into how these changes have influenced site traffic, user engagement, and, most importantly, direct bookings. Even without reviewing official booking system statistics, it's clear that direct bookings have become significantly more frequent. Many of our regular guests have transitioned from third-party booking platforms to booking directly through our website—a strong testament to the platform’s improved usability and appeal.

Another key success has been the increased awareness of our additional offerings, such as exclusive restaurant discount codes, which has enhanced the overall guest experience.

Now, looking at the actual numbers: a year-over-year comparison between 2023 (old website) and 2024 (new website) reveals a 25% increase in direct bookings

This data confirms that investing in a well-optimized, user-friendly website can drive tangible business results while strengthening guest relationships and brand loyalty.

Feel free to explore the live website: hotel-jomfruane.dk.