Stay Central Hotel

Stay Central is a boutique hotel in the heart of Edinburgh’s Old Town, designed around social stays, groups and experience-led city breaks. Located on the Cowgate, its identity is closely connected to the energy, nightlife and culture of the city. However, the existing website positioned Stay Central too much like a traditional hotel, making it difficult to communicate what made the experience different. Room types, from compact doubles to dorm-style group accommodation, were not always easy to understand or compare, while the hotel’s social atmosphere and connection to Edinburgh’s nightlife were not fully reflected online. The booking journey also needed greater clarity, particularly for larger groups and higher-occupancy rooms. Content lacked a clear hierarchy between inspiration and practical information, making it harder for users to move confidently from discovering the hotel to choosing where to stay. The challenge was to position Stay Central as an experience-led destination while making the booking process simple and intuitive for a broad range of guests.