How BIG Hotel boosted its unique visitors

Boutique hotel BIG Hotel Singapore recently redesigned its site during the Christmas season, pushing its unique visitors by more than 40%.Since launching the new site, the bounce rate has nearly halved and unique visitors per day have increased by more than 40% over one quarter.  In an innovative move, it invites visitors to define the type of guest they will be – Rainmaker, Hipster, Explorer or even Lover. The site then presents tailored content based upon their choice.It targets both a local and global market.Keane Sua, director of marketing and membership for BIG Hotel, said this increase is particularly encouraging given that it was over what is traditionally a low booking season. He added that whilst the hotel cannot divulge booking data, the new site has significantly boosted direct bookings after its launch.The website was redesigned by ManghamGaxiola.SC Bong, digital partner at Mangham Gaxiola, added that "too many hotel websites are regurgitated product catalogues rather than targeted selling tools.""They are passive information vehicles. In contrast our site aims to get the right kind of visitors to Singapore to book rooms at BIG Hotel," said Bong.Bong (pictured) came on board the ManghamGaxiola team in July last year.