Umbrella & Sub-Brand Solutions
Cross Domain Tracking
The Australian Leisure and Hospitality Group (ALH) is a market leading accommodation and hospitality provider with more than 330 licensed venues and 550 liquor outlets and over 98 accommodation businesses across Australia. Partially owned by Woolworths, their diverse portfolio includes Dan Murphy’s, BWS, Grazier’s Steakhouse and a range of iconic hotels. Nightcap Hotels is their new brand for their rebranded properties.
ALH Group is currently operating over 130 individual accommodation businesses with unique digital assets, brands, and levels of accommodation. They required an agency with experience in launching new hotel brands and developing digital assets capable of performing under high levels of traffic and across all devices.
This included a new brand - NIghtcap Hotels - a new website with supporting back-end technology to integrate with their accommodation PMS and all ALH Group loyalty programs including Monty's Rewards and Woolworths Rewards. Accompanying the launch of their new website, ALH required an over-arching digital strategy from a highly experienced accommodation industry agency to launch their new brand.
ALH Group appointed Fastrack Digital to assist create their new brand, NightCap Hotels, the website, and an ongoing, multi-channel digital strategy. Bookings on the site are managed via an a custom booking interface using an API with RMS allowing complete control over the user’s booking experience.
Fastrack built the NightCap Hotel website architecture to ensure it performs well regardless of the server-load and guards against outages caused by unusually high volumes of traffic. This was achieved by using the latest in server technology, utilising specialised computational units which deal with individual tasks rather than general purpose units which
This ensured a substantial increase in tour booking enquiries globally for the DISCOVA brand. We also saw strong growth in the Cross Hotels and Resort brand, achieving over 10x the number of direct bookings. A phenomenal success given the primary goal was a rebranding project.
To date the NightCap Hotels website continues to outperform industry standards in conversions and revenue generated. Their digital campaigns also continue to outperform their competitors of similar sizes including strong search engine optimisation visibility both organically and paid.
Launched in 2018, Nightcap Hotels is owned and operated by ALH Group, along with over 330 licensed venues across Australia, including iconic hotels in major cities, Cairns, Hobart, Adelaide and Perth. With a talented and passionate team of over 15,000 people, ALH Group serves over 57,000 meals a day nationwide and provide quality accommodation with your comfort in mind.