Scotsman Collection

Client

Scotsman Group

services

Web Design

sector

Hospitality

Year

2023
01 — The challenge

Bringing a diverse collection of stays together under one distinctive digital identity.

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With 11 individual hotels, apartments and accommodation options spanning three Scottish destinations, the challenge was to create a single digital experience that could unite very different properties without losing what makes each one unique.

The website needed to make a large and varied portfolio feel easy to explore, while helping guests quickly find the right stay for their needs, from ultra-luxury hotels and private apartments to more relaxed, city-centre crashpads.

02 — The solution

A bold, editorial-led platform built around discovery.

The new Scotsman Collection website creates a clear umbrella for the portfolio while giving every property its own presence and personality. Distinct collections, location-led browsing and immersive imagery make it easy to move from inspiration to booking, while a consistent visual language gives the wider collection a recognisable identity. The experience brings accommodation, dining, weddings, events, offers and different ways to stay into one cohesive platform, creating a digital destination that reflects the breadth and character of the Scotsman Collection.
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03 — The Results
  • 11-property portfolio brought together within one cohesive digital experience
  • Four distinct collections: Ultra Luxe, Lowkey Luxe, Cool Classic and City Crashpads
  • Location-led discovery across Edinburgh, St Andrews and Aberdeen
  • Property-first browsing allowing users to quickly compare and explore individual stays
  • Integrated booking journey with direct-booking functionality
  • Stay Your Way content covering business, group, extended and student stays
  • Dining, weddings and events integrated into the wider accommodation experience
  • Editorial-style layouts and immersive imagery designed to sell the experience, not just the room
  • Scalable brand architecture allowing new properties and future developments to sit naturally within the collection
  • Responsive, content-rich WordPress experience designed around exploration and conversion