Red Carnation Hotels

RCH partnered with Matter Of Form (MOF) to revitalise its digital offering, reflecting the brand ethos online, celebrating its hotels’ unique qualities and communicating a philosophy of service excellence, with optimised journeys improving navigation and conversion rates.

Red Carnation Hotels (RCH), part of The Travel Corporation (TTC) , are a collection of 20 family-run and family-owned boutique hotels in the UK, Ireland, South Africa, Switzerland and USA. The brand dates back to 1920, founded by the Tollman family. One hundred years later, RCH has a reputation for service excellence and warm, generous hospitality. It’s also a forward-thinking brand, echoing TTC’s values. Brett Tollman, CEO of TTC, is founder and director of The Treadright Foundation, a not-for-profit supporting sustainable travel and tourism.

RCH’s new site features core functionality integrated with best-in-class products, showcasing hotels through wanderlust-inspired dynamic content, customer-centric information and a clear booking process. With an easy-to-maintain infrastructure, RCH can add content to support business growth.

Prior to this, RCH’s website didn’t reflect its distinctive story and founding spirit. The websites looked tired, ‘haughty’, impersonal and ‘stuffy.’ RCH needed a digital rebrand to showcase heritage and progressive nature. The Tollman family has a reputation for preserving classic properties and caring for communities, and this needed to be emphasised.
The project featured SEO, website UX, design and development. KPI objectives were to increase direct bookings through optimised journeys. Through design, the site needed to demonstrate hotels’ different brand elements.

Our client was nervous owing to previous agency experiences. We rose to this challenge, working from their offices and organising socials to create an open working relationship, underlining collaboration and co-creation. This was key to the project’s successful outcome.

In 8 months, we launched 20 websites, transforming RCH’s digital real estate. These realise RCH’s passion and purpose, balancing short term objectives with longer term customer-centric views.
There’s been improvement in engagement from higher converting traffic. Post-lockdown, organic sessions are recovering, organic traffic bounce rate has improved (nearly 4%) .