Ace Hotel had built one of the most distinctive cultural brands in hospitality, but their booking experience was getting in the way of the conversion their properties deserved. The site needed to preserve Ace's voice across cities and cultures while removing friction from the booking flow. The redesign couldn't sanitize what makes Ace specific; it had to amplify it while making transactions easier.
Booking Without Compromise
A persistent booking entry now sits across every page, available whenever the visitor is ready to commit without pulling them out of the brand experience. The booking flow was rebuilt to feel like part of Ace, not bolted on top.
A Component System Per Property
Each Ace location has its own personality, and the site lets that personality lead. Modular templates for property and event pages give individual hotels control over how they show up, while shared components keep the system coherent across the brand.
Results That Followed
Within two months of launch, transactions rose 59%, revenue 55%, and ecommerce conversion 50%. The redesign demonstrated that brand-first hospitality experiences and conversion-focused design aren't opposites; they reinforce each other when the system is built with both in mind.
