The Assembly Rooms
A direct-booking-first redesign for a Georgian townhouse hotel, built to win business back from OTA commission with a concierge-style AI assistant.
The Challenge
- Almost all bookings came through third-party sites, each taking an 18% commission
- Guests emailed simple questions — parking, breakfast times — that staff answered one by one
- The old site buried the booking button under generic stock photography
The Solution
- A refined, direct-booking-first redesign with a clear savings message versus OTAs
- An AI concierge that answers guest questions and suggests local recommendations
- Booking automation that prompts upsells like late checkout at the right moment
Website showcase
This isn't a static mock-up — it's the real, working site. Scroll and click around inside the previews below.
Key pages in this project
AI features implemented
AI Concierge
Answers room and local-area questions instantly, any hour a guest happens to be awake.
Booking Upsell Automation
Prompts guests toward late checkout and breakfast add-ons at exactly the right moment in their stay.
Illustrative results
Concept demonstration — figures are illustrative of the kind of impact these AI features typically deliver, not real client data.
+22%
Direct bookings
18%
Saved vs OTA commission
24/7
Guest support availability
4.9★
Guest satisfaction score
“Every direct booking used to feel like a small win against the OTAs. Now it's the default, not the exception.”
Hotel owner, New Town
Technologies used
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