EQUINOX
Hotel NYC
Spherical is a boutique marketing agency specialising in the hospitality industry, focusing on luxury and lifestyle brands. Among its clients is Equinox Hotels, a chain dedicated to offering exclusive experiences, where spaces are designed to enhance guest well-being with a special emphasis on rest.
Equinox Hotel New York launched in 2019 as a five-star hotel in Hudson Yards, providing spa services, restaurants, and full access to the Equinox club, the true hub of the brand and part of the luxury fitness conglomerate Equinox Holdings Inc.
Goals
The Equinox website attracts diverse traffic from people worldwide, seeking to tailor their stay with personalised services that cater to both leisure and work plans, with complementary services available within the hotel’s facilities. The aim was to identify the different types of audience and streamline the booking process for rooms and services.
Idea
The process focused on identifying the main customer journeys and detecting friction points to introduce improvements in the website architecture. Over the course of a year, two iterations were conducted to implement structural changes in both design and programming.
Implementation
Within our analysis and strategy services area, we carried out a digital audit of the website to understand the main customer journeys. This allowed us to create a list of changes aimed at enhancing usability and optimising the booking processes.
