Apex Hotels has announced the launch of its new website, which has been created in a bid to boost direct bookings for the group.
The budget boutique chain was aiming to create a new online platform that promoted the brand’s message in a more consistent voice and showcased the group’s diverse properties in their best light.
It has also been created to serve as a source of direct online revenue for the group.
The launch marks the completion of five months of development work, where Apex partnered with HeBS Digital to create a completely customised brand portal site, with nine property-level sites embedded within the same domain.
The new Apex Hotels website is powered by HeBS Digital’s smartCMS. This proprietary content management system (CMS) gives on-property staff the power to control the website in real-time via simple modules.
The CMS also comes with easy-to-implement promo tiles, a Rooms Showcase Module section, and on-the-go Special Offers management.
The website aims to position Apex Hotels as the "hero of the destination" emphasising the group’s prominent city centre locations.
The navigation is easy to explore information on each property’s rooms and suites, location and amenities before reservations are prompted by a booking engine pop-up window.
Guests and potential guests can also make use of the Live Chat functionality.
Apex Hotels consist of nine hotels in four destinations; London, Edinburgh, Dundee and Glasgow.