Travel / 2022
Hotel Apartments
online booking service specializing in extended-stay hotel room booking
Hotel Apartments is a flexible online booking service specializing in extended-stay hotel room bookings. Easily browse and book carefully selected serviced apartments and villas, providing you with spacious, budget-friendly, and all-inclusive lodging options.
The business became profitable in its first year and surpassed $5M in revenue. That outcome came at a difficult moment: the end of the coronavirus period left hotels empty, war accelerated relocations, and newly arrived residents needed flexible places to live. The product connected that unusual market demand with a clearer booking experience.
Since the start of the Russian-Ukrainian War in February 2022, there has been a significant increase in the number of Russians moving to Dubai.
According to official statistics, the number of Russian citizens living in Dubai increased by170% between February and June 2022.
A number of companies have opened offices in Dubai and financed their employees' relocation along with their families including:
- Visa
- Alphabet Inc's Google
- Talnet, matching Eastern European tech workers with startups worldwide
Hotel apartments offer a flexible, convenient, and comfortable living arrangement during relocation. Furnished spaces, on-site amenities, and tailored services ease the transition and create a sense of community in an unfamiliar environment.
Field Studies
Since the hotel industry was new to me, I began with a field study. I embarked on a business trip where my client had invited me to their had office in Dubai. The objective was to immerse myself in the world of hotel apartment rental services, understand the competitive landscape, and conduct user research to document the primary pain points and challenges faced by potential and existing customers.
Upon arriving at the airport in Dubai, I was greeted by Shabahir Ibn Muhammad, the Guest Relations Officer (GRO): one of the key stakeholders in this business. During my one-hour trip to my apartment, I started interviewing him because I knew he had important insights. I talked about the challenges guests faced, their preferences, and how the company helped them. This was my first step in understanding the hotel apartment rental industry in Dubai.
Walking a Mile in the User's Shoes:
As the website already existed, one of my main goals was to understand the current customer experience and identify the issues that led to drop-offs (87%), as well as why some users chose competitors over my service. In meetings and interviews with users who visited my office in person, I asked them to replicate their actions on my website, offering them gifts that I had brought with me from Yerevan (magnets, candies, etc.).
Findings
- Many users found it frustrating that they couldn't book a hotel apartment instantly. Instead, they had to send an inquiry and wait for a response.
- Users had trouble finding similar properties when they used specific filters that resulted in no search results.
- People planning long stays cared a lot about knowing facilities around the place they're booking, especially if they have children and need to find schools. They were also concerned about extra costs, like transportation.
- Users wanted to know exactly how much they'd be paying, including all bills, right from the start.
The Brand
Even when you're reselling hotel apartments, it's important to have your own special style and appearance. This helps you create a distinct identity and attract customers.
I want something really simple. Try to mix Hotel with Letter H or A. Black or other dark color maybe...
I carried the calm, residential character across each touchpoint. The window-inspired mark, muted palette, and restrained typography connect booking materials with the in-room experience.
Once the concept is chosen, it's time to craft a clean and minimalistic design for specific elements like business cards, labels, door hangers, and more.
Web Design
Color
Logo & typography
HotelApartmentsA clever way to live in hotels
Extended stays, made simple.
A flexible booking experience for serviced apartments and villas.
Feedback
Davit was a great help on my project. Although the project had to change, I value Davit's contributions and hope to work together again.
Rafayel PapikyanManaging Director/ Co-Founder