The Resident

A Fully Integrated Digital Partnership

Client Overview

Resident Hotels has been a standout partner for Umi Digital, thanks to the comprehensive and collaborative nature of our partnership. Initially, Resident Hotels approached Umi to host and manage the websites for their portfolio of properties. This quickly evolved into a complete website redesign project, which has since grown into a multi-faceted digital marketing and technology partnership.

The Challenge

Resident Hotels required a fresh, modern website that would better reflect their brand and enhance the guest experience. The project called for deep user research and strategic planning to ensure that the new platform met both user expectations and business goals. Additionally, a highly integrated, full-funnel marketing strategy was needed to drive direct bookings and optimize return on ad spend across all their properties.

The Solution

• Over the course of our partnership, Umi Digital has delivered a range of services, all aligned with Resident Hotels’ long-term digital goals:
• Website Design & Development: Umi Digital undertook a complete redesign of the Resident Hotels website, informed by deep user research and strategic consultations. The new bespoke website was built to provide a seamless and engaging user experience, with functionality designed to support Resident Hotels’ expanding portfolio.
• Full-Funnel Marketing Strategy: Following the website launch, Umi and Resident Hotels developed and implemented a full-funnel digital marketing strategy. This integrated approach covers top, middle, and bottom-funnel efforts, helping to drive awareness, engagement, and bookings directly through the site. Key channels include Google Ads, social media advertising, and email marketing.
• Technological Innovation & Future-Proofing: After four years of consistent success, Resident Hotels gained board approval to invest in an exciting new digital platform. Umi Digital is working closely with Resident Hotels and industry experts to build a future-proof technological foundation, ensuring that the brand continues to thrive in the digital landscape.
• Membership Program & Direct Booking Benefits: One key success has been the implementation of a membership program that encourages direct bookings by offering significant financial benefits to guests. This program has become a cornerstone of Resident Hotels’ digital strategy, driving guest loyalty and increasing direct revenue.

The Result

The partnership between Umi Digital and Resident Hotels has delivered remarkable results, including strong returns on ad spend, increased user engagement, and a seamless digital experience across their properties. Umi’s close collaboration with multiple departments at Resident Hotels has enabled deeper integration and greater strategic alignment, allowing both teams to add value at every stage of the guest journey. The successful launch of the Resident Edinburgh property marked a significant milestone, showcasing the ongoing success of the partnership.

Key Achievements

• Designed and launched a bespoke website informed by deep user research and strategic consultation.
• Delivered a full-funnel digital marketing strategy that drives significant return on ad spend and direct bookings.
• Launched a successful membership program, offering financial benefits for direct bookings.
• Collaborated on the development of a new digital platform to future-proof Resident Hotels’ online presence.
• Established a deeply integrated partnership, working closely with multiple teams across the Resident Hotels organization.