Websites That Drive Direct Bookings

Project Start



In May 2019 we were approached by the Cross Hotels & Resorts team in Bangkok to prepare an RFP for the redevelopment of several of their hotel websites. Cross Hotels and Resorts, operate over 20 properties across South-East Asia wanted a new website coinciding with a relaunch of their hotels. Ratchaya Termsilkanok (VP Revenue & ECommerce) was impressed by our APAC work and previous projects and wanted to work with us.

Cross collections home page

After a global tender, Fastrack Digital Asia was awarded the contract to redesign and build of all their branded websites.

Cross Hotels and Resorts required an umbrella website for the Cross Hotels and Resorts brand and then three individual websites for each of their brands X2, X2 Vibe and Away Resorts and Villas.

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Geographical distance between teams quickly became a concern. Teams were spread over five time zones however the project expertise and international experience of Fastrack became clear. We were able to work efficiently and effectively to collaborate on complex projects with multiple stakeholders without compromising on development.

A very limited set of assets or requirements would be a challenge to most but the Fastrack team took the opportunity to innovate. We were able to turn a single logo into an entire digital brand portfolio.


We managed to launch all the websites to the high standards set and met marketing, branding and commercial demands. Flexibility throughout the design & build stages allowed us to launch a product the client is proud of.

Cross collections home page
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We also embedded SEO best practices into the website.

This ensured a substantial increase in hotel bookings globally for all their brands. This resulted in a strong growth in their search rankings for all their brands achieving over 10x the number of direct bookings. A phenomenal success given the primary goal was a rebranding project.

Lumen landing page
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About | |

Cross Hotels & Resorts (formerly BHMA Hotels & Resorts) have for the last 10 years been providing innovative hospitality management and design solutions across Asia for hotel owners and companies alike. With brands such as Cross, Cross Vibe, Away and their new brand Lumen, they are quickly expanding their portfolio across Asia.\

They are fully owned by The Flight Centre Travel Group Limited (FLT) which is one of the world’s largest travel groups with a vast leisure and corporate travel sales network that extends throughout four major regions including Australia and New Zealand, The Americas, the United States, Canada and Mexico, EMEA and Asia. In addition, FLT’s global corporate travel management network, FCM Travel Solutions, extends to about 90 other countries through strategic licensing agreements with independent local operators.

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