With website visitors primarily divided between people looking for accommodation at a particular destination and those searching for inspiration, it was important that the website could effectively cater to both groups. Introducing a prominent location filter on the homepage helped to narrow down the options for the first group, while also providing direction for the latter. We also designed the site to be able to display and easily update seasonal promotions and holiday ideas to aid casual browsers.
With hundreds of lodges and destinations in the directory, it was also key to give customers who knew exactly what they were looking for the ability to easily navigate to specific pages, saving time and frustration. As well as allowing customers to search for particular destination names we introduced a bespoke tagging feature in the CMS, allowing the Just Lodges team to review search terms used on the website and to generate relevant tags based off of these to assign to listings. This has helped to make searching more intuitive, building on customer behaviour patterns to deliver the most relevant information to users.