Launching a Disruptive Hospitality Concept in London
Client Overview
The Other House, a revolutionary hospitality concept in South Kensington, approached Umi Digital as they prepared to launch their first property. Offering a flexible stay model—whether for a day, a week, a month, or even a year—The Other House blends diverse travel reasons and revenue streams into a single, holistic guest experience. Their unique model required a cutting-edge digital presence to reflect this innovation.
The Challenge
With such a diverse range of services and guest engagement avenues, The Other House needed a highly complex and customized technology stack to support their launch. Beyond the website, the brand developed a custom app and other bespoke elements that formed the core of the guest experience. Umi Digital was tasked with creating a dynamic digital strategy that would evolve as the brand expanded and introduced new properties.
The Solution
Umi Digital began with the development of a bespoke WordPress website, working closely with a branding company to ensure the site was fully aligned with The Other House’s vision. Our work has since evolved into a long-term optimization and marketing partnership, providing continuous support as the brand grows. Key elements of our collaboration include:
- Website Development & Optimization: Umi Digital crafted a custom WordPress website that encapsulated the brand’s unique blend of flexibility and luxury. Ongoing website optimization ensures the platform meets the high performance standards required to support The Other House’s growing guest base.
- Digital Marketing Strategy: As The Other House transitioned from a brand awareness phase into a more blended marketing approach, Umi Digital introduced a full-funnel strategy, combining top, middle, and bottom-funnel tactics. This shift has contributed to record-setting website performance across key metrics.
- SEO & Advertising: Umi Digital has implemented a robust SEO strategy and managed digital advertising campaigns to drive traffic and conversions, ensuring the brand continues to attract the right audience as it scales.
- Strategic Support: As The Other House prepares to expand to Covent Garden, we are working closely with their team to integrate new properties into the digital ecosystem, ensuring their technology stack remains cohesive and scalable as they evolve into a multi-property brand.
The Result
Umi Digital’s partnership with The Other House has been marked by continued success, with website performance consistently hitting new records. As the brand prepares to grow with the launch of their Covent Garden property, we remain committed to supporting their expansion with a future-proof digital strategy that balances brand awareness with effective conversion tactics.
Key Achievements
- Developed a bespoke WordPress website that captures The Other House’s unique hospitality concept.
- Transitioned the marketing strategy from pure brand awareness to a blended full-funnel approach.
- Set new benchmarks for website performance through ongoing optimization and digital marketing efforts.
- Supported the brand’s evolution from a single property to a multi-property portfolio, integrating complex technology stacks for seamless guest experiences.
Communicating a disruptive concept through hospitality tech expertise and attention to detail
“We made a decision to partner with Umi in the development of our website. As a new brand concept and a new property, it was important that we work with a company that would care about our brand as much as we do.
This decision has turned out to be one of the better decisions as they have proved their worth over and again – from initial creation of the website to our sometimes short lead times for changes and modifications to design Umi have been there with us all the way, And now that we are live, they continue to assist us with our (frequent) changes and development along with our SEO and PPC, in addition to running our social media campaigns and targeted marketing. A great team, from head to toe, led by a great leader. Thanks Umi – for making our lives much easier.”
The Other House – Darren Evans, Director of Business Development
Why we loved working with The Other House
“It is rare for us to be able to apply our hospitality marketing expertise to a truly novel concept. There were no blueprints to follow, but our refined development process allowed us to systematically interpret goals, build out user experiences and create an efficient funnel for a new category of guest. Our Growth-Driven Design process has subsequently taken the website on a journey of optimisation, hypothesising, testing and deploying tests across the different revenue streams. The team at The Other House are a delight to work with. Our mutual excitement towards the potential of digital in their business model has also kickstarted an exciting innovation cycle that will undoubtedly result in some amazing new features.”
Umi – Harry Fielder, Managing Director