Media Release: Equator creates provocative new website for Malmaison

Malmaison homepage

EQUATOR, one of the UK’s leading digital marketing agencies, has created a cutting-edge fully mobile responsive website for Malmaison, aimed at seducing visitors into booking their next stay at the boutique hotel chain.

Equator was briefed to improve the conversion rate of its current site while portraying Malmaison’s provocative and indulgent brand identity.

Through the use of striking full screen photography of its unique hotels, restaurants and bars and enticing copy that makes the user want to find out more, Equator has delivered a risqué website unique to the travel industry.

To ensure the booking process was as easy to find and navigate as possible, Equator created a bespoke, intuitive booking component which follows the user throughout the site.

Coupled with calls to action on all pages, the user is presented with numerous clear and simple ways to complete their booking.

Equator, which is among the pioneers of responsive technology, has also made the site fully responsive to all devices to cater for the growing number of visitors Malmaison is now receiving from mobile and tablet devices.

The site has been designed to make booking and browsing as simple as possible for users on mobile devices, whilst ensuring they are still able to interact with the stunning photography and engaging content.

The site has created a stir on Malmaison’s social media channels with customers praising the brand for its daring and cutting-edge new approach.

John McLeish, managing director of Equator, said: “Malmaison is a sexy and aspirational brand with an impressive portfolio of hotels. However, this identity wasn’t being portrayed online.

“Our design and development teams worked closely with Malmaison to create a website that, like the brand, dared to be different.

“We utilised Malmaison’s magnificent picture library and created a site where these images can be displayed to their full potential.

“The optimisation for mobile and tablet devices, our new sticky booking panel and streamlined booking process were designed to work together to improve the conversion rate.

“The result is a stunning, avant-garde website which we are immensely proud of. Initial feedback has been very positive and it has already had a positive impact on Malmaison’s online business.”

Malmaison has 12 boutique hotels across the UK including a stylish converted castle prison in Oxford and a former Royal Mail sorting office in Birmingham.

Each hotel has its own Brasserie serving iconic dishes with a twist and Malbar cocktail and champagne lounges.

Gary Davis, CEO of Malmaison, said: “Equator nailed our challenging brief of pushing the boundaries within the hotel industry by creating a website that is provocative and daring without alienating any potential customer groups.

“We were hugely impressed by the creativity of the team and their technical expertise, but most importantly, the fact that they never lost focus of the commercial viability of the site and our number one priority of selling hotel rooms.

“We can already see from the numbers coming through that the conversion rate has vastly improved and customer feedback on the site has been overwhelmingly positive.

“We are also witnessing a dramatic increase in visits and bookings from mobile and tablet devices, testimony to the ‘mobile first’ approach Equator took for the responsive design and build of the site.”

To find out more visit or call 0141 229 1800.

MEDIA RELEASE posted by Equator. You too can post media releases (aka press releases) on For more information, email here.


Contact: Pauline McLaughlin
Phone: 01412291800