Case study · Boutique hotel · New Town
The Assembly Rooms
A direct-booking-first redesign for a Georgian townhouse hotel, built to win business back from OTA commission with a concierge-style AI assistant.
Results dashboard
Illustrative results
Concept demonstration — figures are illustrative of the kind of impact these AI features typically deliver, not real client data.
+22%
Direct bookings
18%
Saved vs OTA commission
24/7
Guest support availability
4.9★
Guest satisfaction score
Before
The Challenge
- Almost all bookings came through third-party sites, each taking an 18% commission
- Guests emailed simple questions — parking, breakfast times — that staff answered one by one
- The old site buried the booking button under generic stock photography
After
The Solution
- A refined, direct-booking-first redesign with a clear savings message versus OTAs
- An AI concierge that answers guest questions and suggests local recommendations
- Booking automation that prompts upsells like late checkout at the right moment
Website showcase
This isn't a static mock-up — it's the real, working site. Scroll and click around inside the previews below.
Key pages in this project
Try The Assembly Rooms's AI assistant yourself
This is a real, working conversation — not a script. The Assembly Rooms is an illustrative portfolio example, but the assistant below is genuinely thinking through what you type.
What the AI actually does
Try it for real in the demo above — here's what's happening behind each conversation.
AI Concierge
Answers room and local-area questions instantly, any hour a guest happens to be awake.
Booking Upsell Automation
Prompts guests toward late checkout and breakfast add-ons at exactly the right moment in their stay.
How it actually works
From the moment a customer types a question, to the business getting notified — end to end, automatically.
Customer asks a question
AI understands intent
Knowledge base searched
Response generated
Booking created
Business notified
“Every direct booking used to feel like a small win against the OTAs. Now it's the default, not the exception.”
Hotel owner, New Town
Technologies used
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