QHotels – AA’s Hotel Group of the Year 2014-15 – is one of the UK’s most luxurious hotel chains with 27 four and five star hotels, equalling over 3,800 bedrooms. The hotel group approached Control F1 for help with the management of its website, including an overhaul of its membership and points system and the implementation of an Enterprise Marketing Solution (EMS).
With our experience within the travel and tourism sector and deep expertise in the creation and maintenance of online membership systems, we were able to design and build a bespoke e-commerce system for QHotels.
We put user experience at the forefront of the new system, allowing customers to properly manage the points they gain through their membership. We also integrated this system with the hotel chain’s existing QFairway booking system, creating a seamless journey for users between checking their balance and then using their points to book a game of golf or a spa treatment.
The new site has been built using a Kentico EMS, allowing QHotels to quickly and easily update their website with new information and offers. The EMS also offers insights in the form of statistics and analytics, helping the hotel to understand which leisure facilities are proving the most popular and to tailor discounts and special offers accordingly.
The new QHotels site is live and fully operational, with active members managing their points and new members joining daily.
Jamie Carroll, QHotels Golf Sales & Marketing Manager, said:
“With QHotels acquiring six new golf resorts back in November 2014 we went about aligning our golf membership proposal across the group. We had an existing online flexible membership product but this needed refreshing. Through dmbgroup, Control F1 were employed to build our new flexible membership model now known as QFairway. We were looking for an organisation that was structured in its work but also nimble enough to adapt to our business requirements and Control F1 delivered on both fronts. We are delighted with what they helped us to produce and we look forward to our ongoing future partnership.”
All member information is accessible within 2-3 clicks through an intuitive user journey, and QHotels now has a better insight into what services its customers’ want, and will be better able to shift its offering accordingly.Overall, a hole-in-one for Control F1!