Juan Avalos.
Product & UX Leader
Juan Avalos
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Las Alamandas

Luxury Hospitality Website (Growth + Story)

Outcome

Story-led, bilingual redesign of a luxury resort website that reduced booking friction and clarified paths across stays, weddings, offers, and experiences.

The iconic arrival moment anchors the brand story and sets the emotional context for exploration and booking.

Role

Product & UX Consultant (discovery→delivery: research, strategy, UX/UI, performance, WP handoff)

Año

2023

Industria

Hotelería

Team / Stakeholders

Client stakeholders (executive + marketing), photography production, WordPress development partner.

TL;DR

Problem

The legacy site undermined the brand (high bounce, low on-site bookings); guests often called to book and complained about the online experience.

Strategy

Treat the site as a story that builds desire and trust while removing friction to book—mobile-first performance, narrative IA (“Stay > Eat > Do”), and stronger social proof on high-intent surfaces (e.g., Weddings).

Impact

Bounce ~–60%; on-site bookings 0.5% → 4.9%; Weddings enquiries +36%; mobile LCP < 2.4s; home scroll-depth >54%.

Metric Tree & Success Criteria

North Star (NSM)

Qualified booking starts / on-site bookings.

Activation

Engaged scroll-depth >50% plus exposure to availability/pricing; for Weddings, enquiry submission.

Engagement

Rooms/PDP views per session;
visits to Weddings/Spa;
menu downloads.

Retention

Return visits to high-intent sections;
newsletter sign-ups.

Validation

Time-series vs. prior site (same seasonal window), analytics + qualitative feedback.

Homepage showcasing a photography-first layout with clear primary navigation and a prominent Reserve entry point.
A photography-first homepage builds desire and trust while keeping fast paths to explore stays and reserve.

Research insights

Journey spans research (mobile) → booking (desktop) → stay (mobile).

Competitive and OTA patterns; luxury buyer behavior; audience analysis; review word-clouds.

Affinity mapping with team + guest survey prioritized “Stay > Eat > Do.”

Customer journey matrix mapping phases from inspiration to post-stay, including touchpoints, questions, and emotions.
Journey mapping surfaced where guests rely on OTAs, the website, and personal support—guiding content priorities and booking clarity.

Bilingual/Segmentation/Domain notes

Bilingual content strategy (EN/ES): purpose per block, SEO keywords, character limits for fluent reading and engagement.

Design Decisions

Why

Narrative IA with photography first and the interface as frame.

Trade-offs

Performance as a requirement: mobile LCP < 2.4s with efficient media and lightweight components.

Expected impact

Booking visibility: clear, persistent access to availability/contact without breaking the story.

UX navigation map showing primary sections and key paths to Reserve and high-intent pages.
A simplified navigation model supports discovery across sections while keeping “Reserve” and high-intent routes easy to reach.

Solution

Patterns / Flows / Modules / Templates

Social proof on high-intent surfaces (Weddings), scannable Spa and downloadable menus.

Responsive / Mobile-first / A11y

Consistent bilingual microcopy and tone.

Tie-back to business objectives

Language selector (EN/ES) and fixed contact module (phone/email).

Accommodations catalog and room detail templates showing card-based browsing and a structured detail layout with clear booking entry points.
The accommodations system pairs fast comparison (catalog) with confident decision-making (detail), keeping booking access visible throughout exploration.

Resultado

Metric 1

Bounce ~–60% (vs. legacy).

Metric 2

On-site bookings 0.5% → 4.9%.

Metric 3

Weddings enquiries +36%.

Template and component library summarizing reusable page patterns, modules, and content rules across the site.
A lightweight template + component library keeps updates consistent across sections while preserving booking visibility and bilingual clarity.

Systemization & Reuse

Page templates (Home, Rooms/PDP, Weddings, Spa, Dining) with content rules/microcopy and image specs. Lightweight component library (CTAs, galleries, testimonials, menus) to speed updates and ensure consistency.

GA4 measurement framework mapping booking, enquiry, and engagement events to validate qualified booking intent.
A GA4 measurement plan validates booking intent and tracks engagement, enquiries, and language behavior to guide iteration.

What I'd Do Next

A/B testing: hero length vs. direct CTA; CTA placement; Weddings enquiry copy.
Personalization by intent (e.g., Weddings vs. Wellness).

Credits

Research, strategy, UX, UI, performance and WP handoff: Juan Ávalos; collaboration with client stakeholders.

Tools

Tools: Figma, WordPress, analytics/performance tooling; bilingual content; accessibility and performance best practices.

Project Links

Research deck
Sitemap
Figma prototype

Tags

Growth, Performance, Systems/Design System, Hospitality, Bilingual

Juan Avalos.
Product & UX Leader
Juan Avalos
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