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// Mission Brief
REC-001
● Case closedHospitalityWeb DevelopmentFile N°001

Two Edinburgh hotels, one direct-booking site

The Place Hotel on York Place and The Inn Place on Cockburn Street were represented online by a single static page with no rooms, no story and no way to book direct. BYLT Media designed and built a full multi-page Next.js site for both hotels, wired direct booking into the RMS Cloud engine and built the conversion tracking stack end to end. Delivered solely by BYLT Media.

>>StatusTARGETS HIT

// Mission Data
META
ClientThe Place Hotels
SectorHospitality
DurationLive since May 2026
ChannelsNext.js, RMS Cloud, GA4
DeliveryBYLT Media (sole)
StatusDelivered
// Live Counter
VERIFIED OUTPUT
Hotels on one new site
↑2
Page on the old site
↑1
Conversion actions tracked
↑4
Booking via RMS Cloud
↑Direct
// Objective.log
§ 01 — PROBLEM
Problem statement · priority 01

>Two destination hotels in the heart of Edinburgh, The Place Hotel on York Place and The Inn Place on Cockburn Street, shared a single static one-page site built in 2019. It had no rooms, no imagery of either property, no story and no way to book. Guests who found the hotels online had no reason, and no route, to book direct.

PP.01A single static holding page from 2019 stood in for two distinct hotels
PP.02No rooms, no story and no reason to book direct on the old site
PP.03No booking capability of any kind, so the site could not take a direct booking
PP.04Two properties with different characters that one page could not tell apart
Objective · priority 01

>>From a page that could not take a booking to a measured direct-booking channel.

// Target Asset
IMG-01
The Place Hotels campaign visual
Acquired
// The Place HotelsCase visual
// Verified Output
RESULTS
Hotels on the new site
2
Hotels on the new site
2
Pages on the old site
1
Conversion actions tracked
4
Per-hotel revenue streams
2
Bars indicative · values verifiedSource · platform reporting
// Phase Log
§ 02 — METHODOLOGY

The methodology.

Total duration · Live since May 2026
φ1Closed
Discovery
Audit & Architecture
✓Audited the 2019 one-page holding site and everything it could not do
✓Mapped a multi-property architecture: a group hub plus a dedicated section per hotel
✓Planned the content migration from the existing WordPress install
✓Defined a distinct visual identity for each hotel within one design system
✓Set direct booking and measurable enquiries as the goals of the build
φ2Closed
Build
Design & Build
✓Built the site on Next.js with Tailwind CSS, shadcn/ui and Framer Motion
✓Gave each hotel its own palette and type treatment within a shared design system
✓Carried the "We are Perfectly Placed" brand line through the new design
✓Migrated and restructured the WordPress content, preserving SEO metadata page by page
✓Shipped as a static, SSG-rendered site on Vercel with next-seo and next-sitemap
φ3Closed
Launch
Booking Integration & Launch
✓Wired direct booking into the RMS Cloud engine for both hotels
✓Placed booking calls to action throughout the site
✓Added cross-domain tracking so sessions follow guests into the booking engine
✓Set up CookieYes consent management with Consent Mode v2
✓Went live at placehotels.co.uk in late May 2026
φ4Closed
Measure
Conversion Measurement
✓Built the GA4 and Google Tag Manager setup for the new site
✓Tracked bookings started, enquiries, phone calls and newsletter signups as conversions
✓Wired Google Ads conversion tags with Enhanced Conversions, gated on consent
✓Split booking revenue per hotel so each property reports its own results
✓Separated new-site data from the old WordPress era within the same analytics property
T0 · kickoffClosed
φ1
φ2
φ3
φ4
// Countermeasures
§ 03 — STRATEGY STACK
V.01Active
01

One Site, Two Hotels

A multi-page Next.js site with a group hub and a dedicated section for each property, each with its own look and feel, so The Place Hotel and The Inn Place finally tell their own stories.

V.02Active
02

Direct Booking, Wired In

Booking hand-off into the RMS Cloud engine with cross-domain tracking, so guests move from browsing rooms to completing a booking without the session being lost.

V.03Active
03

Measurement End to End

GA4, Google Tag Manager and Google Ads conversion tracking covering bookings started, enquiries, phone calls and newsletter signups, with booking revenue attributed per hotel.

// Before / After
IMG · COMPARISON

Before & After

01 comparison

The same address online, before and after the rebuild.

BA.01Homepage
BEFOREDesktop
The Place Hotels one-page holding site from 2019, showing minimal brand text with no rooms, no story and no direct booking capability
AFTERDesktop
The Place Hotels new multi-page website homepage on desktop, a split hero routing guests to The Place Hotel or The Inn Place with direct booking

>A static holding page with no rooms and no booking became a full hotel group homepage with navigation to both properties and direct booking.

// Gallery
IMG · HIGHLIGHTS

Build highlights

03 frames
G.01Capture
The Place Hotel individual property page on desktop, showcasing the York Place Edinburgh hotel with rooms and direct booking

>The Place Hotel on York Place: its own property page with rooms and direct booking, pages the old one-pager never had.

G.02Capture
The Inn Place individual property page on desktop, showcasing the Old Town Cockburn Street Edinburgh hotel with direct booking

>The Inn Place on Cockburn Street: its own identity within the same build, with direct booking wired in.

G.03Capture
A two-bedroom apartment room page on the new The Place Hotels website, on desktop

>Down to the room: individual apartment and room pages with imagery and rates, feeding straight into the booking engine.

// Results Console
§ 04 — VERIFIED OUTPUT

The results.

ReferenceTHE-PLACE-HOTELS · FILE 001
M.01 · Hotels on the new siteLive
2
M.02 · Pages on the old siteLive
1
M.03 · Conversion actions trackedLive
4
M.04 · Per-hotel revenue streamsLive
2
// Comms Log
§ 05 — CHRONOLOGICAL RECORD
M00>Brief received.···
P01>Audited the one-page site and planned a multi-property architecture for the group.···
P02>Designed and built the multi-page site on Next.js with a distinct identity per hotel.···
P03>Wired direct booking into the RMS Cloud engine and took the site live.···
P04>Built the tracking stack so every meaningful action on the site is counted.···
END>The Place Hotels programme delivered.●●●
END OF LOG.
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