Exclusive Collection has unveiled a new website enhancing the guest and member experience across its seven country house hotels and estates.
The website development is a key component of the Collection’s broader digitisation and digital transformation strategy. Utilising film, photography, and sound integration; the site offers an immersive digital visit to Exclusive Collection’s hotels, spas and leisure businesses.
The website’s launch follows two years extensive work to bring the individual hotels and wider brand to life following a visual identity and name change in Summer 2019. Exclusive Collection took on BrandSensory® ‘s Gerri Hansen to define a brand framework that attributes colours and messaging and that articulates each of the hotels’ rich histories and unique product offering.
The work culminated in a sensory profile for each hotel and estate that truly connects with modern day consumers. The ever-growing importance of neuromarketing in a noisy and busy experiential market is critical when looking to stand out and remain true to its purpose of “creating happiness in amazing places”. And with Exclusive Collection being a B Corp, its approach to its business and its people is threaded throughout the website to appeal to today’s conscientious audience who want to be associated with likeminded brands.
The new website brings responsive and emotive design, intuitive navigation and clear calls to action in order to capitalise and convert digital visitors into real-time guests. The new site also includes Ansty Hall, the collection’s new Midlands outpost.
Danny Pecorelli, Exclusive Collection’s managing director, says: “We invested a lot of time in identifying common characteristics of our unique buildings, their histories and experiences so we could distil and demonstrate a cohesive brand framework. This work has now been brought to life in a website that’s responsive and ready for business but celebrates a collection of unique experiences. While we are guardians of our hotels and estates heritage, we’re creating a new digitised legacy that showcases our conscientious way of doing business.”
Exclusive Collection is family-owned collection of country house hotels, spas, golf, cookery school, and a pub and was founded in 1981. Overseen by Danny Pecorelli, Exclusive Collection is one of the most respected companies in the UK hospitality sector: the UK’s first B Corp hotel brand – Michelin star restaurants – a Chefs Academy that’s encouraging new talent to the sector – a collaboration with Ridgeview – brand new eco lodges – and the purchase and remodelling of Ansty Hall.
