Marketing Success Story - Dunas Hoteles Branding

The Challenge

The tourism sector has been operating for some decades and over the years has been changing and evolving according to the demand of customers and the new changes that have been influencing the sector, especially the latest technologies. The arrival of technology and the Internet to the tourist market started a revolution for hotel establishments, which have progressively joined the digital challenge to reach consumers and give them a new customer experience. Nowadays touristic companies ensure their presence on the Internet, since clients started to be online and consumers choose to make direct reservations instead of relying massively on travel agencies as they did years ago.

In order to carry out this digital transformation and obtain a direct booking portal, it is necessary to adopt cross strategies over the simple creation of a website. This page, in the first place, must be a representative image of the identity of the chain and should be structured in a comprehensible form, so that the user's experience is optimal and users can comfortably navigate the website. To get direct reservations through the company's online portal, this website has to be designed to lead the user towards the reservation phase.

Dunas Hotels already had experience in the sector and its new need was to count on a website that would serve to modernize their image, attract regular and new customers with their direct booking engine and get a fresh visual image related to its values to continue being a benchmark for local and European tourism in the Canary Islands.

The Solution

Our solution was to develop a UX website, in other words, a website with the right characteristics for an optimal user experience which would make easier to do direct bookings on the website. In addition, our proposal included a modernization of the image of Dunas Hoteles on the Internet, which would make possible to have an impact on more users.

In order to obtain a website that adapts to the clients of Dunas Hoteles we carry out, in the first place, a study of the buyer personas or potential clients of the company. It is essential to understand how users browse and search, what motivates them to book online and with this hotel chain.

Dunas Hoteles had a valuable content that served, in the first place, to provide information about Gran Canaria to customers and, at the same time, it was a great element to rank the website in the search engines. Our job was to organize this information so that the attraction of new customers could be made through the sale of the destination of Gran Canaria. Therefore, this strategy aimed to make website users purchase hotel services of Dunas. Apart from converting Gran Canaria attractive for users, the content of Dunas was organized to add more value to their experiences. A good example of this process is the act of organizing a block of information about the golf experience in Gran Canaria, taking advantage of the proximity of Dunas hotels to the golf courses located in the south of the island.

Although the content brought a lot of value to the new website, it was very important to provide a greater visual load to Dunas’ website. That's why our graphic design consisted of high-quality images, optimized for a quick upload, that served as visual information for the Dunas audience. The images not only make the website more attractive, but they also favor its positioning in search engines. To lead users more easily to the purchase process, we also chose a specific iconography, with clear and defined symbols that would serve as an informative guide for the user navigating through the pages of the website.

To end the preparation of the new Dunas website for direct sales online, we include an optimized and usable reservation engine. The access to the website and booking engine had to be suitable for any device, so we applied responsive characteristics to Dunas website. A responsive design allows the website of Dunas to adapt to the screens of different electronic devices, such as computers, tablets, smartphones, etc. Using a responsive design is, therefore, what allows the adaptability of the website and the booking engine for its users.