Client: The Novel Hotel · Location: United States · Industry: Boutique Hotel

4 moEngagement length

6 peopleFlexus team

~340 hrsHours invested

+35%Direct reservations

The problem

OTAs owned demand — the direct site under-converted because rooms, offers, and book paths were harder than Booking.

Weak direct book CTA
Room storytelling thin
Mobile checkout friction
Offer clarity gaps

The solution

We rebuilt direct booking journeys, room proof, and offer clarity so direct stayed competitive.

Our work

Hospitality digital and Flexus UX delivered around seasonal peaks.

Discovery & conversion map

Weeks 1–2 · Strategist + Analytics

Audited funnel drop-offs, competitor patterns, and the language buyers already used in search and sales calls.

Message & UX rebuild

Weeks 2–8 · Design + Content

Rewrote primary journeys, designed proof modules, and clarified CTAs for mobile and desktop.

Build & performance

Weeks 6–14 · Dev + CRO

Shipped templates, instrumented key events, and tightened Core Web Vitals on acquisition pages.

Launch & enablement

Weeks 12–16 · SEO + PM

Aligned titles/metas, trained stakeholders on the new inquiry SLA, and handed off a weekly metrics ritual.

Team time invested

Hours below are illustrative of a typical Flexus engagement for this class of site.

Role	Focus	Hours
Strategist	Goals, messaging	50
UX / UI	Templates, CTAs	130
Content	Journey copy	80
Developers	Build + speed	140
SEO / CRO	Launch QA	55

Total Flexus effort: ~340 hours across 4 mo.

Results

After launch, +35% movement on direct reservations versus the prior comparable window — with clearer sales handoffs and fewer “what do you do?” calls.

+35% Direct reservations
Clearer primary CTA hierarchy on key templates
Faster mobile acquisition pages after performance work
Weekly metrics ritual shared by marketing and sales

“The site finally matches how we sell. Visitors show up ready for a real conversation.”
— Growth lead, The Novel Hotel

The Novel Hotel — CMS Website Builds Case Study