Newly acquired by IHG, Regent was a luxury hospitality pioneer that had lost its luster through acquisitions and years of brand stagnation. We were tapped to bring the hotel’s new vision to life via a swanky web experience unlike most other hoteliers’.
Among hotels, Regent is stratosphere-level special. People needed to be able to book a room, but we knew hard-core dreaming was what potential guests clicked for. The new Regent brand is about moments of pure, personalized opulence. To honor that, we put the user in the role of actor in the lush stage play of the hotels’ bucket-list experiences. Lush full-width video, subtle animated transitions, lots of space, and an understated framework and flow helped the site ooze high-quality hospitality.
Content strategy set the site’s narrative to follow the rise and fall of a four-act play from exposition to denouement. Rich, patently un hotel-like copywriting added ultra-descriptive “stage directions” within which we enticed prospective guests to imagine themselves as players. Design boldly went for the dramatic.
An ambitious timeline meant things had to come together quickly. Our design-in the-browser methodology allowed us to make everything real — on all screens — faster. Tight storytelling ensured the experience was beautifully paced, unfolding down the page. All in all, we were able to move from a prototype to HTML toolkit to integration with IHG’s Adobe Experience Manager platform in a matter of just 6 weeks.Regent Hotels & Resorts