Millbrook Queenstown Resort

Showcasing Nature
Through Digital

INSIGHT

Millbrook Resort is New Zealand’s leading five-star resort located in Queenstown and framed by the Remarkables Mountain Range. As a multi-award winning resort with countless amenities they wanted to be able to clearly display their ethos and represent the Millbrook experience to prospective guests.

However, their website did not robustly reflect this dynamic and as their competition was rapidly increasing online their market share was under threat. We signed on to partner with them from a digitally strategic standpoint to help them further establish their brand online, create a digital roadmap and solidify their place as a leader in the luxury resort industry.

CLIENT

Millbrook Resort – Queenstown

INDUSTRY

Hospitality

WE HELPED WITH

UI & UX Design, Digital Strategy, SEO, Web Design, Web Development, Customer Journey Strategy

LAUNCH

millbrook.co.nz

IDEA

We began by surveying the entire Millbrook customer base in order to ensure that the website we built would fully accommodate their needs. This data along with our UI and UX research showed us that the website didn’t need to be completely overhauled and instead we saw that there were places where a change in UI/UX would make a significant impact to their revenue and the customer experience.

We needed to create a system that could logically represent a wide breadth of content including the resort, experiences, packages, and real estate. It was also important for us to come up with a modern, fresh, and clean visual style that would effectively illuminate the brand identity. Millbrook wanted the website to reflect the beauty of their resort and the surrounding landscape so we went with a ‘show, not tell’ approach and demonstrated the amenities of the resort through images and videos.

We also assisted with SEO and digital marketing by tracking all of the properties across the current Millbrook website so that we could understand where their traffic was coming from, gauge their organic rankings, and see how people were using the site.

Finally, we added additional functionality with booking engines, digitised gift cards, general SEO compliance and overall good digital hygiene.

IDEA

Finally, we added additional functionality with booking engines, digitised gift cards, general SEO compliance and overall good digital hygiene.

IMPACT

By putting data first, we helped Millbrook better understand the value of digital. Amplifying their presence online through data-lead changes that saw a significant increase in business value.

Between 2019 and 2020 we saw a 94% increase in website visitors and a 69% increase in bookings revenue for Millbrook.

Additionally, coming out of COVID in early 2021 we saw an increase in domestic website traffic and spending which was a great sign for local tourism. We also led them through their relaunch into Australia which was a success resulting in increased website traffic and revenue.