A case study on rebuilding the booking flow and tightening performance and brand consistency for a luxury hotel.

What did Michael Preuss do in this work?

Led a rebuild of the booking experience, improved site performance and infrastructure, and developed a more consistent brand and voice system across guest touchpoints.

What results are documented?

Improved page load time by 23%, increased bookings by 125% after rebuilding the booking experience, and maintained a consistent conversion rate of 3.5%.

Loden Hotel

Ownership and scope

We partnered with the Loden Hotel through Assembly to improve their digital platform and brand system, with a focus on conversion, performance, and consistency.

Operating problem: booking friction and brand

Guest experience starts before check-in. If booking feels slow, confusing, or inconsistent with the brand, you lose the room.

The constraint was to improve conversion and speed without flattening the Loden’s tone.

Operating loop: booking path and performance

In this case, the loop drove focus (a clear booking path), execution (speed and stability), and compounding (a consistent brand system across touchpoints).

What we built: booking flow and platform

We took a holistic look at the Loden’s current digital offering, visual identity, and voice. Once we defined the direction for the brand and platform, we identified what was working and started improving what wasn’t.

Looking and sounding great is essential but increasing conversion rates is a must.

Upgrading all things digital

We started small, focusing on enhancements that made an immediate impact. Code enhancements and server optimization have helped to significantly improve overall speed and security.

Page load time increased by 23%

Guest experience equals user experience

We rebuilt the Loden’s online booking tool, making it more focused and mobile friendly. That led to a simple outcome: more rooms booked and increased revenue.

125% increase in bookings

Consistency comes naturally

Quality doesn’t happen without consistency. From car wraps to press kits, online ads to hotel collateral, we’re creating visual cohesion across all of the Loden’s touchpoints, helping them balance sophistication with relatability to create something definitively their own.

The Loden delivers a natural, elevated standard. We want to make sure that’s reflected in every touchpoint of the brand.

Brand voice system

We developed a method of communication that brings authenticity to the Loden’s messaging. With defining characteristics, guidelines and glossary of distinct language, the charming voice framework ensures everything sounds like it’s coming from the same place.

CONSISTENT CONVERSION RATE OF 3.5%

What changed: The booking path became faster and more focused, and the brand system became more consistent across the guest journey.

Results: bookings and performance

These outcomes come from client performance snapshots and delivery records from this period. This page is the primary published record of this work.

Improved page load time by 23%.
Increased bookings by 125% after rebuilding the booking experience.
Maintained a consistent conversion rate of 3.5%.