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The Other House

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Project Overview

The Other House are revolutionising the hospitality industry, starting in London in spring 2022. Their careful and thoughtful positioning as a ‘home away from home’ gives a truly welcoming experience to residents that want to stay a day, a week, a month, or a year. The Other House has a selection of Club Flats that allow residents to be independent as they wish while also providing facilities spanning restaurants, bars, spa and more.

The main challenge was to effectively communicate a hospitality concept that is new and disruptive. The website and digital marketing efforts ​​need a great deal of thought, given the limited comparisons and benchmarks in customer understanding. The enormous attention to detail of the brand creates interesting and challenging parameters on which to be conversion-focussed for both the website and app.

What did Umi do?

The Umi team worked closely with The Other House’s team to research, plan, design and develop a fully bespoke hotel website, aimed at helping to increase the number of direct bookings and also acting as a foundation for future marketing exercises. Built into the website, we have an armoury of cutting-edge digital marketing tools. Umi further provided the hospitality tech expertise to create an effective sales funnel for the diverse range of target personas.


The new website has successfully launched and has been well-received prior to the hotel’s launch. The organic reach is growing, the digital ads are bringing relevant, cost-effective traffic to the website and the on-site optimisation process is beginning to show some exciting results.

Why we love 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.

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